Cherokee Brings Tony Hawk to Europe

The professional skateboarder and Sports Direct will collaborate on a multi-tier product launch that will begin this fall and continue with expanded clothing and accessory offerings in the winter.

“We are excited to announce that Sports Direct has become one of our tentpole partners for the Tony Hawk brand," says Henry Stupp, chief executive officer, Cherokee Global Brand. "From the time we acquired Tony Hawk, 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. Tony is globally recognized, and we are confident that the debut of the Hawk brand in Sports Direct stores and online will be well-received by the U.K. and European customer base.”

The line will be available at Sports Direct's 400 U.K. stores as well

“We are delighted to be partnering Cherokee Global Brands and Tony Hawk," says

Vincent Smith, associate director, marketing, Sports Direct. "Our shared objective is to realize a range which, in its quality and DNA, fully honors Tony’s status as a legend in the world of action sports and the global brand he has built.”