Authentic Brands Group has selected BBC International as the footwear and snow boots licensee for DC Shoes, SES has learned.

BBC also has the license for brands such as Polo Ralph Lauren, Champion, Heelys, Robert Wayne, K-Swiss, Marvel, Hello Kitty, Tommy Hilfiger, and others in the adult and/or kids categories.

We are told that some DC employees who were still working for the brand were let go last Friday, including the development team and some of the marketing team. Some product, marketing, and e-commerce people were kept on to help with the transition, and BBC is expected to hire talent with industry and/or DC roots. In addition, the new licensee is in the process of hiring the existing DC sales team and reps.

Sources inside Boardriders told SES that the DC apparel team remains intact as Authentic looks for an operating partner in both apparel and snow outerwear.

Many of the other Boardriders brands have already found licensing homes in North America, including Billabong, RVCA, Roxy, Element and Quiksilver. (See our guide to the new licensees here).

DC had been in a state of limbo since Authentic Brands Group closed on the Boardriders acquisition in September. Several high-profile DC employees have already found jobs elsewhere, including former Global GM Cory Long, who is the new president of outdoor footwear brand Sorel, and former Global Head of Marketing Michael Minter, the new chief marketing officer for Reef.

Despite the difficult conditions the past several years at Boardriders as previous owner Oaktree Capital Management shopped the company and cut costs, DC Shoes has been on a roll and had been showing some of the biggest growth in the Boardriders portfolio.

Music stars like Karol G. and Lil Uzi Vert are choosing to wear DC Shoes, as are other celebrities, further contributing to the brand’s resurgence.

We reached out to Authentic and BBC for comment. If we receive a response, we will update this story.

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