Marquee Brands on Monday announced that Global Brands Group (GBG) will be the official apparel partner and distributor for the Dakine brand. GBG will oversee all apparel categories including sport performance, lifestyle, outerwear and swim.

GBG’s Sports & Lifestyle division, based in Boulder, CO, will focus specifically on the design, development and distribution of apparel dedicated to serving the needs of the action sports consumer. Dakine will join Spyder under GBG’s Sports & Lifestyle umbrella and will begin distribution in Spring 2020.

“Dakine has always been a product-driven company committed to creating trusted equipment and that dedication will only continue as we add a new best in class partner to drive our technical apparel and outerwear. GBG not only shares our commitment to product performance across all categories, but also brings global strategic partnerships with Gore-Tex and PrimaLoft. We are excited to build on our foundation from the water to the mountains and the lifestyle in between,” said Pamela Levine, SVP of Brand Management for Marquee Brands.

Marquee Brands in December acquired Dakine and all related intellectual property. In conjunction with the acquisition, Marquee Brands entered into a long-term license agreement with JR286, which has acquired the operating assets of Dakine and will become Marquee Brands’ long-term operating partner for the brand. JR286 remains the partner for Dakine’s core accessories categories.