Collective Licensing International, LLC (CLI) and Sports Authority  have announced a multi-year extension of the license agreement for the Sims brand.  Under the agreement, Sports Authority will retain rights in the United States to market and sell several categories of Sims-branded action sports lifestyle products including snowboarding and skateboarding hardgoods, snowboarding boots, apparel and related accessories in all of its stores. 

“Weve seen tremendous growth of the Sims brand with our partnership with Sports Authority,” said Bruce Pettet, President and CEO for CLI. “We are excited to see the momentum continue in the coming years.”
 
Tom Sims, pioneer and world champion of snowboarding, founded the Sims brand in 1976. He built his first ‘skateboard for the snow in 1963 and has continued to revolutionize the sport of snowboarding for years. His continued involvement and the long history of the brand bring an authenticity that sets Sims apart from others and creates a nostalgic connection for consumers of all ages.
 
“We are thrilled to extend our partnership with CLI and continue to license the Sims brand,” said Gwen Manto, EVP and Chief Merchant of Sports Authority. “The brand is an action sports industry pioneer and carries immense recognition among our customers across the country.”

Collective Licensing International, LLC, a subsidiary of Collective Brands, Inc. (was formed in January 2004 and is the owner and/or license operator of Airwalk, Above The Rim, Vision Street Wear, Clinch Gear, STRIKEFORCE, Sims, Lamar and LTD, World Snowboarding Championships and Hind.