Business news : VOLCOM TO DEVOTE BRAND FOCUS ON CORE BOARD SPORTS AND EXIT MOTOCROSS
Volcom today said it will intensify its focus on the foundational core sports upon which the brand was founded over 20 years ago and exit motocross. The company officially launched its motocross program in 2009 and amassed an impressive riding team of world-class athletes, including superstar Ryan Villopoto, the 2011, 2012 and 2013 AMA Supercross Champion.
As the first company to formally blend the three primary board sports together from day one, Volcom will remain devoted to skate, snow and surf, along with music and art.
“In an increasingly competitive and specialized global market it is imperative that we continue to simplify the Volcom brand message so that we can achieve maximum differentiation and voice amplification,” said Jason Steris, Volcom’s CEO. “We have been extremely proud to have been a part of the motocross family for several years. However, pressing forward with all of our emphasis on board sports is the right direction for Volcom for the long term.”
“I am very proud to have been part of the Volcom motocross program from the beginning and am grateful for the warm reception and regular acceptance from a world-class community of athletes, teams, media, agents and promoters,” said Troy Powell, Volcom’s MX Marketing Senior Manger. “I understand this was a difficult decision for Volcom but I support the company's vision and the need to retain its focus on its core boarding sports. Combined with my earlier years in the Volcom surf program, it has been a tremendous experience being part of an amazing company and I now look forward to new ventures.”
Powell joined Volcom in 1996 and will always be a part of the Volcom family.
“The motocross team has done an exceptional job helping our company gain an admirable standing in this sport,” said Ryan Immegart, Volcom's Senior Vice President of Marketing. “With Troy at the helm, our accomplishments are many and I am thankful for his stewardship and relentless passion toward making an indelible mark in motocross. As well, we could not have achieved so much without Ryan Villopoto and the rest of our team riders.”
About Volcom, Inc.
Volcom is a modern global lifestyle brand that embodies the creative spirit of youth culture. The company was founded in 1991 on the principles of liberation, innovation and experimentation, and this is uniquely expressed in its quality clothing, footwear, accessories and related products under the Volcom brand name. For more information, please visit www.volcom.com. Volcom is part of the Kering Group*, a world leader in apparel and accessories which develops an ensemble of powerful Luxury and Sport & Lifestyle brands. http://www.kering.com
Source Press release
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