Collective Licensing International, LLC, owner of the Airwalk and genetic brands, acquired Toronto, Ontario-based Lifestyle Brands Ltd., owner of the Vision and Vision Street Wear, Vision Skateboards, Vision Snowboards, Premise, Lamar and LTD, Dukes, Rage, Ultra-Wheels, and Skate Attack brands. Effective immediately, Collective will adopt the Lifestyle Brands portfolio and will manage all global licensing, strategic architecture, design direction, brand communication, marketing, and consumer insights from its headquarters in Englewood, Colorado.
The company will operate as Collective International and will continue to be led by President and CEO Bruce Pettet, identified as one of the top marketers in the country by Advertising Age magazine, and his team of proven design and marketing professionals who together have more than 100 years of experience in the lifestyle and athletic footwear, apparel and hard goods industries. Under the new agreement, Jamie Salter, action sports industry pioneer and CEO of Lifestyle Brands Ltd., will serve as Co-Chairman of the Board of Collective along with David Preiser of Sunrise Capital Partners.
“Each of these brands not only has formidable brand equity, but also a natural synergy with the youth lifestyle consumer that we have successfully cultivated at Collective,” said Pettet. “Were excited to integrate and grow this cache of powerful lifestyle brands under the Collective moniker and see the brands global potential met. I am also pleased to have Jamie Salter as a partner in Collective. He has a proven ability to create and develop successful business opportunities in our industry.”
Collective is best known as the owner of the Airwalk® brand which it has successfully positioned globally with licensing partnerships in 92 countries to date. Established in 1986, Airwalk remains one of the most recognized youth lifestyle brands today. The Lifestyle Brands portfolio is led by Vision Street Wear, originator of the authentic skate culture with over 30 years in the industry, launching the first ever-skate rock tour, popularizing the skateboard culture and innovating the modern skateboard, and Lamar® which since 1988 has been a leader in designing and marketing innovative performance snowboard equipment for all levels of snowboarders worldwide.
“Bruce Pettet and his team at Collective have translated Airwalks brand equity into a sustainable global enterprise that continues to flourish,” said Salter. “I have no doubt that this proven formula and our new partnership will mean a successful future for all of the Lifestyle Brands.”
