Cherokee Global Brands has signed up the Batra Group as the licensee for its Tony Hawk brand of action sports apparel and accessories for Europe, the Middle East and Africa. Based in London and Mumbai, Batra is already a licensee for Cherokee's Hi-Tec and Magnum brands. The new partnership will focus on the launch of a new Tony Hawk Signature collection under the name of the famous American skateboarder, which will be distributed in influential top-tier fashion stores and specialty skate shops. Cherokee acquired the rights to the Tony Hawk brand in 2014 from the skateboarder's former sponsor, Quiksilver, for $19 million. Cherokee and Batra expect traction from the current streetwear trend and the inclusion of skateboarding in the 2020 Summer Olympic Games.

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