DC Shoes has recently announced a monumental licensing agreement with BBC International as it transitions to the re-organizational structure from Boardriders to Authentic Brands Group ownership.
According to reports, the licensee, already at the helm of corporate brands such as Polo Ralph Lauren, Hello Kitty, and Champion, is poised to bring fresh perspectives and innovative approaches to the DC Shoes lineup.
As we previously reported, Champion is entering the skateboarding industry by sponsoring Tj Rogers as the face of the brand.
With BBC International as the leading full-service company, Champion might expand its footwear to skate shoes just like Nike SB if successful.
On the other hand, Polo Ralph Lauren has also collaborated with Element Skateboards, which ABG also owns.
This development, however, comes with a series of changes within the DC Shoes organization.
Many employees, including members of the development and marketing teams, bid farewell to the brand.
Nevertheless, a core group of product, marketing, and e-commerce professionals will remain on board to facilitate a smooth transition.
BBC is expected to infuse the team with industry veterans and individuals with roots in the DC Shoes legacy.
Insiders familiar with the matter have revealed that the existing DC sales team and representatives are being integrated into the new licensee's structure.
The reshuffling is part of a broader initiative to align the brand with BBC's vision while retaining the essence of DC Shoes.