Cherokee Inc. has licensed Sports Direct International plc to market Tony Hawk apparel and accessories for men and kids in Sports Direct’s stores in the U.K. and Europe and on its Web site beginning in the fall.

Based in Shirebrook, England, Sports Direct, among the largest sports apparel and footwear retailers in Europe, operates 400 stores in the U.K. and another 270 units in markets throughout Europe, including in Belgium, Austria, Slovenia, Portugal and France.

Cherokee acquired the Tony Hawk and Hawk apparel brands from Quiksilver Inc. for $19 million in cash in January 2014. Cherokee has a direct-to-retail license with Kohl’s Corp., but this is its first arrangement outside of North America.

“We’re actively working to make sure this is the first of many,” Henry Stupp, chief executive officer of Sherman Oaks, Calif.-based Cherokee, told WWD.
“From the time we acquired Tony Hawk,” Stupp added, “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.”

Hawk, the top-ranked vertical ramp skateboarder in the world between 1984 and 1996, is the featured character in the Tony Hawk Pro Skater franchise with Activision that has generated more than $1 billion in global sales since its 1999 debut.

He’s parlayed his influence into social media with more than 6.4 million Facebook fans, more than 3.8 million Twitter followers, more than 1.5 million Instagram followers and views on YouTube totaling more than 100 million.

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