To celebrate the launch, a massive vert skateboard ramp will be assembled in Toronto’s Yonge-Dundas Square and Hawk will appear on Aug. 18 to demonstrate his skills. Billed as the “Tony Hawk Lands in Canada” event, Hawk will also bring along five skateboarding heavyweights to accompany him.
“We are excited to celebrate the upcoming mid-August launch of Tony Hawk signature collection at Wal-Mart Canada,” said Henry Stupp, Cherokee’s chief executive officer. “This strategic collaboration with one of the largest and most innovative retailers has been a game changer, with Wal-Mart Canada fully leveraging on our 360-degree platform.”
This is Cherokee’s first deal with Wal-Mart. The product will be featured in 400 stores in a customized retail environment. During the company’s last earnings conference call Stupp has said the timing was good because Wal-Mart Canada was performing very well. Stupp also said he believed it was the best Hawk offering in a number of years.
“Canada was an early adopter of skateboarding culture and Toronto has always been an awesome place to connect with fans,” Hawk said.
The relationship with Wal-Mart is also critical as Cherokee’s relationship with Target Corp. winds down.