The questions about the fate of the Sims snowboard brand after it was acquired by Collective International, LLC in late July were answered this week as the company announced that it had signed an exclusive Master License agreement for the brand with The Sports Authority. The five-year agreement will give The Sports Authority exclusive rights for the Sims brand in the United States market. The deal covers all categories of Sims branded action sports lifestyle products including snowboarding and skateboarding hardgoods, snowboarding boots, footwear, apparel, and related accessories.
“Sims has tremendous growth opportunity for The Sports Authority across several action sport product categories,” said Bruce Pettet, president and CEO for Collective. “We feel The Sports Authority will serve as an ideal partner to showcase and elevate Sims formidable brand equity while ensuring the long term interests of the brand.”
“The Sims brand is an action sports industry pioneer and carries an immense recognition among our customers across the country,” said David Campisi, president of The Sports Authority. “Collective delivers succinct design and marketing tools that will help us grow the Sims brand to its full potential in all our stores.”
