Adio Footwear has relocated its global headquarters from Southern California to its parent company AL&S' New York City offices, according to a statement. It has also confirmed that it eliminated its skate team in order to reallocate marketing resources toward several community-based donation programs.
As reported, Marketing Director Travis Howell told ESPN.com earlier last week that team riders and several staffers for Adio Footwear were let go by the brand. In December 2009, K2 Sports reached an agreement to license the Adio skate brand to Anthony L&S Footwear Group (AL&S).
The statement released on Nov. 29 from Adio President, Jim Stroesser and AL&S President Bob Gomberg read:
“The economic landscape is ever changing and Adio needs to protect its authentic action sports heritage to evolve with the times. To be able to continue producing authentic quality products and also offer aggressive marketing programs for strategic retail partners, Adio has elected to relocate its global headquarters to the parent companyâ€s NYC office. The distribution strategy will still include core stores, specialty retailers and the family shoe channel.”
While Adio is no longer sponsoring professional athletes, the company has reallocated its marketing resources to the next generation – young people who are passionate and actively involved in skateboarding, action sports and music who may not have the means. Adio is currently providing shoes for underprivileged kids through the Skateboarding Park Association of the United States of America and is involved in many programs to help aspiring musicians. Adio is primed to be a patron of newcomers in both industries.”
