Cherokee Takes Tony Hawk to Europe

Cherokee Global Brands has launched the sale of signature Tony Hawk apparel and accessories at Sports Direct International stores throughout the U.K. and Europe, the company announced Thursday. The Sherman Oaks apparel brand marketer collaborated with Sports Direct to develop the line of apparel and products including t-shirts, shorts, sweatshirts and hats. The Tony Hawk collection targets males ages 8 to 20. This news follows the license agreement Cherokee entered with Walmart Canada in October to bring a broad selection of the skateboarder’s line of clothing to Walmart Canada stores this fall. “We are very excited to launch the Tony Hawk brand at Sports Direct,” Henry Stupp, Cherokee chief executive, said in a statement. “Europe is a strategic market for the Tony Hawk brand and we look forward to working closely with Sports Direct to scale this important business.” Cherokee shares closed down $1.18 or 7 percent to $14.84.