Genesco Inc. has signed a new three-year licensing agreement with heritage-running brand Etonic to be its exclusive U.S. and Canadian footwear licensee. The deal includes two three-year renewal options, which would extend the partnership through January 31, 2030.
“We are pleased and excited to announce a new U.S. and Canadian footwear licensing partnership with Genesco Licensed Brands,” said Bruce Weisfeld, partner, Etonic Holdings LLC. “Along with our current roster of domestic and international licensees, we continue our work to build the Etonic brand and return it to its rightful place among the best athletic companies in the world. We are confident that Genesco will honor the Etonic tradition of ‘firsts’ by bringing a new product to market through its extensive retail and wholesale platforms.”
Founded in 1876, Etonic is considered an iconic athletic footwear brand. Genesco will design and manufacture its lifestyle footwear for men, women and kids with suggested retail prices ranging from $50 to $110.
“We are thrilled to partner with Etonic,” said Andy Gilbert, president, Genesco Licensed Brands. “Etonic’s incredible history and past affiliation with sports legends like Arnold Palmer, Bill Rodgers, and Hakeem Olajuwon provide a terrific foundation for lifestyle footwear built on the brand’s performance heritage but designed for today’s consumer.”
Genesco’s licensed footwear brands include Levi’s, Dockers, Bass, and Starter. The addition of the Etonic brand expands its Licensed Brands portfolio into the retro/heritage branded footwear space.
The new line of footwear is planned to launch in sports and shoe specialty stores by Fall 2022.
