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Industry: Email Alert RSS FeedGEN-X SIGNS LICENSE DEAL FOR NIKE'S SAVIER.(Brief Article)
Footwear News, August, 2004 by Niemi, Wayne
Byline: Wayne Niemi
LOS ANGELES -- Skate brand Savier is starting a new chapter.
Toronto-based Gen-X Sports, a subsidiary of The Forzani Group Ltd., Canada's largest sporting-goods retailer, last week inked a deal for the North American licensing rights of the brand, a subsidiary of Nike.
Moving forward, Gen-X will focus the product more toward core skate consumers, while at the same time working to broaden its distribution to include department stores and sporting-goods chains, according to Jamie Salter, Gen-X's CEO.
"The styling is going to be more core, more true to the skate category," said Salter. "I thought that the brand was a little bit `too fashion.' We're not going to put so much fashion into the shoes."
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