Apex Global Brands (formerly Cherokee Global Brands) on Thursday announced the expansion of the Tony Hawk brand through the addition of several new licensing agreements.
These licensing opportunities range in categories from little and big boys’ clothing to young men’s and men’s clothing and accessories, and bring a focused approach towards the continued development of the street-skate fashion lifestyle globally.
Star Ride Kids is the newest partnership. Founded in 1991, Star Ride Kids has become an industry leading children’s apparel manufacturer, with full time in-house teams of merchandising, design, sourcing, production, sales and operations professionals. Through a partnership with Tony Hawk®, Star Ride Kids will maximize the brand’s growth in the little and big boys’ apparel segments throughout North America.
Henry Stupp, CEO of Apex Global Brands, commented on the new licensing partnership. “We are pleased to team up with Star Ride Kids to drive product category expansion for Tony Hawk. We look forward to building a successful, long-term partnership.”
“Star Ride Kids is family owned and operated, and, as a family-run business, we look to add only the highest quality brands to our portfolio of licenses,” said Stephen Shalam, President of Star Ride Kids. “Tony Hawk is the greatest skateboarder of all time, and we are very excited to welcome him and Apex to the Star Ride family. We are confident that Tony Hawk’s unique style will transcend the sport and assist in further expanding this growing lifestyle category.”
In addition to Star Ride Kids, the Tony Hawk Signature Line recently launched its upper-tier apparel and accessories program in Europe, the Middle East and Africa through a licensing agreement with the Batra Group. Later this month, the Batra Group will also launch the upper-tier Tony Hawk Signature Line in North America. Further domestic expansion of the Tony Hawk® brand is supported by M. Hidary for young men’s and men’s apparel, Crest Brands for socks and SportLife Brands for undergarments.