Cherokee, Sports Direct team to create new apparel, accessories line.

Cherokee Global Brands has launched the Tony Hawk lifestyle brand throughout the U.K. and Europe in a new partnership with retailer Sports Direct.

Together the partners have developed a multi-tiered product line that includes t-shirts and printables, shorts, pants, sweatshirts and hats for young men and boys.

The Tony Hawk launch has been accompanied by a fully integrated marketing campaign including social media outreach, digital content and sponsorship at the 2015 NASS Festival.

“We are very excited to launch the Tony Hawk brand at Sports Direct, Europe’s leading sports retailer, and believe that Tony’s exceptional awareness and demand for Hawk-branded products will be well received," says Henry Stupp, chief executive officer, Cherokee Global Brand. "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.”