Cherokee Global Brands sign license deal with Sports Direct

Cherokee Global Brands has signed a new licensing agreement with Sports Direct to launch an assortment of Tony Hawk signature clothing and accessories through the sportswear retailer throughout Europe from this autumn/winter.

The skateboarders collection, which bridges the action sports with the consumer sportswear market will sell its clothes and accessories through Sports Direct’s portfolio of 400 stores in the UK, and the additional 270 stores it operates across 20 different countries throughout Europe, as well as online.

Henry Stupp, Cherokee Global Brand’s CEO, said: "We are excited to announce that Sports Direct has become one of our tent-pole partners for the Tony Hawk brand. From the time we acquired Tony Hawk, we developed a list of our most desired retail partners, and with the addition of Sports Direct to our partnership base we have now achieved one more international expansion goal.

“Tony is globally recognised, and we are confident that the debut of the Hawk Brand in Sports Direct stores and online will be well-received by the UK and European customer base.”

Vincent Smith, Sports Direct associate director, marketing added: “We are delighted to be partnering Cherokee Global Brands and Tony Hawk; our shared objective is to realize a range which, in its quality and DNA, fully honours Tony’s status as a legend in the world of action sports and the global brand he has built.”