The iconic skateboarding brand DC Shoes faces uncertainty and transition after the corporate giant Authentic Brands Group (ABG) bought Boardriders, the parent company of popular brands like Element, Quiksilver, Roxy, and Billabong.
The consequences of the major business move have led to the departure of legendary figures Danny Way and Colin McKay, as both have been removed from the team page website.
Their exits have set off a chain reaction within the company, resulting in widespread layoffs, making the Global General Manager, Cory Long, and Global Head of Marketing, Michael Minter, resign and leaving the future of DC Shoes hanging in the balance.
Sources suggest that the resignation was influenced by differences in vision and strategy and the new leadership brought in by ABG after the acquisition.
The shift in corporate culture and priorities contributed to the exit of these key figures, leaving fans and employees uncertain about the brand's future direction.
The challenge for ABG will be to navigate the delicate balance between preserving the heritage of DC Shoes as skaters by skaters and implementing a new vision that aligns with the broader corporate strategy.
Danny also posted a photo on his official Instagram account boldly claiming the letter "D" without the "C," indicating that it's now a "DWAY Shoe Co USA" brand logo registered under his name.
Although it's unclear if he is trolling, it clearly shows that the corporation is bigger than the two legends when it comes to business monopolization.