Authentic Brands Group has partnered with the Japanese brand management company Itochu in a joint-ownership agreement for the youth lifestyle brand Airwalk in Japan.

ABG bought the Airwalk brand in July 2014.

The alliance will focus on accelerating the growth of the brand in Japan through a multi-tiered distribution strategy and introduction of the brand into new product categories.

Itochu will now serve as the local representation for Airwalk in the country, managing all licensees, distributors and IP, which includes more than 50 trademarks and domain names, with the help of ABG. ABG will continue to manage all facets of the brand for the rest of the world.

A new marketing strategy for Airwalk in Japan will focus on athletes and talent alignment. Airwalk is the official headwear supplier of the Japanese Olympic Snowboarding Team, and champion snowboarder Miyabi Onitsuka will be featured in Airwalk’s fall marketing campaign.

“We are focused on building the next generation of Airwalk and will deliver it through this new strategic alliance in Japan," says Jamie Salter, chairman and chief executive officer, ABG. “We are excited to join forces with Itochu, an industry expert and veteran Airwalk partner for over 17 years. The partnership solidifies our commitment to driving expansion for Airwalk in Japan and around the globe.”