DC Global GM and Global Head of Marketing Resign
DC Shoes, which has mounted an improbable comeback after years of struggling, is losing its two top executives.
We believe both have new positions at other companies, but they weren’t ready to disclose what those are yet.
The sale of Boardriders to Authentic Brands Group and the uncertainty about DC’s future has been particularly hard for the DC team, which has seen the fruits of its labor over the past five years begin to take off.
After many difficult years, the brand, with approximately $225 million to $250 million in annual revenue, was actually showing the largest percentage growth in the Boardriders portfolio before the sale to Authentic, according to company sources.
Music stars like Karol G. and Lil Uzi Vert are organically choosing to wear DC Shoes, as are other celebrities, further contributing to the brand’s resurgence.
Collabs with Slayer and Star Wars have seen high demand, and a recent project with FTP sold out in minutes. Hipster boutiques, such as Dover Street, and large chains alike are carrying the brand again in a big way.
“We went from being the ‘Bad News Bears’ of Boardriders to really taking the brand to a healthy and meaningful place,” Minter said.
Minter praised the leadership of Long, including how he handled the Boardriders sale process and how the team put together the strategy for DC’s resurgence.
“He and I happened to fall on the same page when it came to what mattered, what didn’t, and where DC could go,” he said. “It was one of the most productive and comfortable partnerships in my career. I’m sad to see it end.”
Unlike other Boardriders brands, including Quiksilver, Roxy, Billabong, RVCA, and Element, no major licensing deal has been announced for DC yet, and those that remain on the brand team have continued to work at DC during the transition.
(One smaller licensing agreement for occupational footwear was announced this week.)
Minter hopes the right company gets the main footwear license going forward.
“It’s a great brand that can have a bright future and I hope that the brand gets the support and fuel it deserves,” he said.
SES reached out to Authentic for comment, but has not received a response. We will update this story if we receive one.