Gordon Brothers Group has acquired the brand and other assets of Rugged Shark, a line of footwear for boating and other outdoor uses. Terms of the transaction were not disclosed. The acquisition consists of assets and intellectual property, which includes patents and trademarks on footwear and apparel in the United States and 45 other countries. The 12-year old brand built its name on bringing comfort to boating shoes. Rugged Shark was the first manufacturer to receive the American Podiatric Medical Association Seal of Acceptance.

“Rugged Shark is a leading, established brand in the marine and outdoor sectors,” said Lawrence Siff, Principal and Managing Director at Gordon Brothers Group. “We plan to build upon the heritage of the brand through strategic licensing agreements that we expect will ultimately expand beyond footwear into such categories as apparel, sunglasses, hats, accessories and others.” Siff has over 20 years of executive and leadership experience in marketing and sales with Procter & Gamble and as CEO of several companies including Ambassador Shoe Company, BWA International and B-W Footwear.

The first Rugged Shark licensing agreement is with Atsco Footwear Group, a leader in the footwear industry and the exclusive marketer for a number of other brands including Lelli Kelly, Khombu, Pacific Trail and Blend.

“Gordon Brothers Group brings to the table a unique set of skills and experience in brand awareness, marketing and knowledge of consumer goods,” says Alan Colman, CEO, Atsco Footwear Group, which is based in Avon, MA. “Combined with our expertise in footwear, we believe their skills will help us build upon Rugged Shark’s existing product offerings.” Atsco plans to promote the Rugged Shark brand with a number of marketing initiatives including sponsorships with legendary bass anglers Bill Dance and Kelly Salmans.