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La Jolla Group enters agreement with skateboard company

The Irvine-based licensing company will provide operations and business support

by Gabriel CortesPublished: August 29, 2012 10:55 AM

Apparel licensing firm La Jolla Group will provide operations and services support for skateboard company DNA Distribution. Apart from giving DNA Distribution a base in Orange County, Irvine-based La Jolla Group will also provide crucial assistance and business services. Other labels managed by La Jolla Group include surfing brands O’Neill and Rusty, and motocross brand Metal Mulisha.

The agreement was announced as part of a larger partnership between DNA Distribution and Anthem Media Group, an action-sport marketing firm. DNA Distribution, which operates the three skateboarding brands Alien Workshop, Habitat and Reflex, will use the partnership to introduce an expanded collection of apparel and accessories with the goal of reaching a wider consumer audience. Professional skateboarder and television personality Rob Dyrdek acquired DNA, a former division of Burton Snowboards, in April of this year.

Together, Anthem Media and DNA hope to blend the strengths of traditional media campaigns with Dyrdek’s celebrity in order to speak directly to consumers.

“It's a great opportunity to redefine DNA Distribution and develop our brands authentically,” said Dyrdek, who has ridden for Alien Workshops since he was 15 years old.

“This partnership merges great talent and great brands with a proven operator suited for the youth lifestyle market,” said Toby Bost, a founding investor of Anthem Media Group and chief executive officer of La Jolla Group.  “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.”

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