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Details on Industry Insight.
La Jolla Group Continues to Expand Brand Roster with Acquisition of FMF Racing Apparel License
Long-term partnership will extend company’s motocross and off-road portfolio, and further develop FMF Apparel and Racing collections worldwide
February 25, 2011 (Irvine, Calif.) – La Jolla Group (http://www.lajollagroup.com) (“LJG”), the world’s premier multi-brand apparel licensing company, today announced a global license agreement with renowned motorcycle and exhaust manufacturer, FMF Racing. As part of the agreement, LJG will oversee the expansion of an FMF apparel collection focused on core and specialty action sports and moto distribution, and extending the current line of men’s and women’s apparel including t-shirts, sweatshirts, riding jackets, hats and other accessories. LJG will also support and expand FMF’s athlete roster, currently anchored by some of the world’s best athletes in Supercross, Motocross, Off-road, Freestyle MX, and Road Racing.
FMF Racing Founder and Owner, Don Emler, had a simple vision for the company when he started it in his garage back in 1973: Provide top-level U.S. racing equipment at the grassroots level. 38 years later, FMF Racing is known for delivering the world’s top performance exhaust products to off-road motorcycle enthusiasts everywhere. Don’s vision continues to guide the family-operated company, which has expanded into a 90,000 square foot state-of-the-art manufacturing facility in Rancho Dominguez, Calif., and houses the world’s best design and production teams in the U.S. under one roof.
“We are always looking at opportunities to grow and diversify our portfolio, and FMF is an ideal brand for us to continue expansion into areas that have strong growth potential,” said La Jolla Group CEO, Toby Bost. “Motorsports, particularly motocross and off-road racing, have seen a tremendous increase in popularity during recent years. With FMF, we’re looking to establish a deeper percentage of the overall market share, while helping the brand further connect with existing and new consumers.”
“We could not be more pleased with our new partnership with the La Jolla Group,” added FMF Marketing Director, Don Emler, Jr. “Our brand is at the core of motorsports and has so much momentum right now, so we are looking forward to bringing FMF to new audiences and developing a very successful apparel line with the best in business.”
FMF will have an apparel division based in LJG’s headquarters in Irvine, Calif. alongside the company’s other youth lifestyle brands. FMF Racing’s exhaust line and performance product business will continue to operate from FMF’s Rancho Dominguez, Calif. offices.
For more information on La Jolla Group, visit www.lajollagroup.com.
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About La Jolla Group
La Jolla Group is the premiere multi-brand apparel licensing company, with a prominent portfolio that includes some of the most recognized names in fashion and action sports: O’Neill Clothing USA, Metal Mulisha Clothing, Rusty North America, The Berrics and True Love & False Idols. Enhancing the successful model perfected with the company’s acquisition of the O'Neill Clothing USA license from Jack O'Neill and family in 1992, La Jolla Group has applied its core competencies in design, marketing, sales, production, and distribution to each of its licenses, creating a diversified brand mix specialized in surf, skate, snow, motocross, street, fashion and beach lifestyle. In 2010, La Jolla Group launched its first fashion brand, In God’s Hands, in association with founder and designer, Lauren Lusk.
With a variety of successful brands, over 400 employees across the U.S., and 10 successful retail locations, La Jolla Group continues to evolve and leverage synergies across its platforms. La Jolla Group brands are sold in over 3000 retailers across the country, as well as in countries including Europe, U.K., Canada, Latin America, Australia, and Japan. For more information, visit www.lajollagroup.com.
About FMF Racing
Established in 1973, FMF Racing is one of the most dominant and influential brands in the world of Off-Road Motocross Racing. Founded by Don Emler in his Hawthorne, Calif. garage, the brand’s steadfast dedication to supporting the sport, along with its athletes and partners, has earned the respect and loyalty of industry consumers and insiders. From cutting-edge design to efficient manufacturing, sourcing, marketing, operations and distribution, FMF strives to elevate performance in every facet of the business. FMF Racing’s iconic red-and-yellow logo is still fueling the growth and passion for the sport of motocross more than 37 years later, expanding its collection of performance products and apparel. The family-owned and operated company also features top level world-class race teams that continue to dominate the podium at events around the globe. For more information, please visit www.fmfracing.com.