Skate brands Alien Workshop, Habitat and Reflex will operate with support of La Jolla Group from Irvine, Calif. HQ. Anthem
Media Group (AMG), a multi-dimensional action sports apparel, media and
technology company, has partnered with DNA Distribution (DNA) to
continue the growth of skateboarding brands, Alien Workshop, Habitat and
Reflex. DNA was acquired by skate industry veteran, TV personality and
entrepreneur, Rob Dyrdek, earlier this year from Burton Snowboards. The
suite of brands under the AMG-DNA partnership will be managed and
operated under the DNA name in conjunction with a services agreement
with La Jolla Group (LJG) from the company’s headquarters in Irvine,
Calif.
Recently launched by a group of investors, among which include action
sports industry vets Toby Bost and Matt Cook (pictured at left with
Dyrdek), AMG’s partnership with DNA aims to elevate the company’s three
iconic skate brands and build on the experience of founders Chris
Carter, Joe Castrucci and Mike Hill. By enhancing the brands’ hardgoods,
softgoods and footwear offerings, the teams will introduce an expanded
collection of apparel and accessories segmented for a wider consumer
audience, while serving core skate fans with new artist collaborations
and product innovations.
“This partnership merges great talent and
great brands with a proven operator suited for the youth lifestyle
market,” said Bost. “By combining our expertise in design,
manufacturing, marketing, operations and technology, this relationship
creates a joint venture that is not only relevant, but game changing.
These brands are very well respected within the core channels, work with
some of the best athletes in the sport and produce best-in-class
content, so the time is right to give them the additional support needed
to take them to the next level.”
According to Cook, the
collective efforts of the teams will help Alien Workshop, Habitat and
Reflex execute a cohesive marketing strategy, create new business
opportunities and offer a point of differentiation in today’s
fast-changing retail landscape.
“With Habitat’s eco-based efforts
and Alien Workshop’s knowledge of the market, DNA plans to add new
ingredients and combine the best of all brands, so consumers can be
excited about the future of skateboarding,” said Cook, who has spent the
last 12 years in the digital media space, and currently serves as CEO
of Supercross.com. “Bringing my digital experience to the table,
together with Toby’s operational and brand building expertise and Rob’s
media background, we’ve created an incredible formula for success.”
Additionally,
DNA plans to merge strengths in traditional media with the major
marketing platform of Rob Dyrdek Enterprises, The Fantasy Factory,
Ridiculousness, Street League Skateboarding Series and a multitude of
other projects currently in development. According to Dyrdek, speaking
directly to the consumer with creative and multi-faceted branding and
events is what the 21st century retail environment will be built upon.
“It’s
a great opportunity to connect with Toby and Matt to redefine DNA
Distribution and develop our brands authentically,” said Dyrdek, who has
ridden for Alien Workshop since he was 15 years old. “From the outset,
we wanted to be independent and operate on our own terms. We have been
successful in doing so, and with this partnership, we’ll be able to
collaborate with like-minded companies, keeping the DNA brands moving in
the right direction.”
La Jolla Group, where Bost serves as CEO,
will offer crucial resources, including operations, creative,
fulfillment and a new HQ for the DNA brands to grow their collections
and following. DNA will operate from LJG’s Irvine, Calif. offices, while
DNA founders will remain in Dayton, Ohio.
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