Global brand accelerator Marquee Brands has acquired Stance, the California-based lifestyle and performance sock brand, in a move that strengthens its foothold in activewear and positions the company to tap into the booming athlete-driven apparel market.
Marquee Brands has announced the acquisition of Stance, a premium sock and underwear brand known for its bold design and cultural collaborations. Founded in 2009, Stance disrupted the sock category with innovative fabrics and partnerships spanning the NBA, MLB, and entertainment giants like Disney and Marvel. The brand also boasts ties to athletes and artists, including Dwyane Wade and Billie Eilish.
The deal brings Marquee’s portfolio to 19 brands with combined retail sales of $4.5 billion and includes a global licensing partnership with United Legwear & Apparel Co. (ULAC), which will manage design, development, and distribution across 42 countries. Stance’s next growth phase targets activewear, athleisure, and footwear, signaling a strategic pivot toward performance-driven categories.
For the sporting goods industry, this acquisition matters. Stance’s deep cultural cachet and sports partnerships make it a natural fit for brands seeking lifestyle crossover appeal. As consumer demand for athleisure accelerates, Marquee’s investment underscores the value of high-equity niche brands in driving differentiation and authenticity. Expect expanded collaborations with leagues and athletes, fueling marketing opportunities and strengthening the athlete economy through endorsement deals and co-branded collections.
Who is Marquee Brands and why does it matter?
Founded in 2014 and headquartered in New York, Marquee Brands is a brand management company backed by Neuberger Berman. It acquires and scales consumer brands globally through licensing and retail partnerships. Its portfolio spans fashion, home, and active lifestyle, including Bruno Magli, Ben Sherman, Body Glove, Dakine, Sur La Table, Martha Stewart, Juicy Couture, and Bebe. With operations in 100+ countries and billions in retail sales, Marquee focuses on digital growth and international expansion—making Stance a strategic addition to deepen its presence in performance and athleisure. www.marqueebrands.com
About Stance
Founded in 2009 and based in California, Stance is a lifestyle and performance brand that disrupted the sock and apparel category through bold design and cultural storytelling. It built its reputation on innovative fabrics, expressive aesthetics, and partnerships with major sports leagues including the NBA and MLB, as well as collaborations with athletes like Dwyane Wade and cultural icons such as Disney, Marvel, and Billie Eilish. Stance’s product range spans performance socks, underwear, and casual essentials, sold through specialty retailers, department stores, and direct-to-consumer channels at www.stance.com. The brand’s focus on self-expression and premium craftsmanship positions it at the intersection of sport, lifestyle, and streetwear.
