American Sporting Goods (ASG), a California-based athletic footwear and apparel company has licensed its basketball inspired brand, AND 1 to Basket King of Madrid, Spain.  

Basket King will be an official licensee for the AND 1 brand for its adult, kids and team apparel products that are distributed throughout Europe, Asia, the Middle East and South America. 

“ASG is pleased to extend our partnership with such a well established active and basketball apparel licensee to help us further build our AND1 brand throughout the world,” said ASG CEO, Tom O'Riordan. “We believe that Basket King's passion for basketball and superior product development has made them one of the fastest growing companies in Europe and we are pleased to have them grow with us.”

The AND 1 collections produced by Basket King will be very diverse and range from light weight performance products to a full line of outerwear including parkas, water resistant jackets and light weight jackets.  Additionally, an original lifestyle street line will be manufactured and will feature jeans, polos, hoodies, track suits and tees.  A dynamic kid’s collection will also be released.

Basket King Managing Director, Ignacio Alonso, is most enthusiastic about the future of the And 1 brand, “”We are excited about working with and further developing the AND 1 brand through its apparel,” he commented.  “The apparel collections we are developing for AND 1 stay true to the brand’s movement and offer a fresh attitude and distinct look.”

Basket King is distributor throughout Europe for the following brands:  AND 1, Arena, Fred Perry footwear, Teva, Ugg, Betsy Johnson, and Levi footwear.

ASG has been manufacturing apparel for the AND 1 brand and selling through its 34 global distributors.  ASG management has recognized that greater success is achieved through partnering with a strong regional licensee who has a greater awareness of product for the market place.