The German sportswear group Maier Sports has granted the worldwide license for the streetwear and sportswear label US40 to On Demand, another German company specializing in the distribution of bicycles, sports equipment and accessories. On Demand is to offer its first US40 collection for the Winter 2008/09 season. Maier Sports acquired the brand in 2002 from its founder Uwe Sasse. It continues to control and manage three other brands - Maier Sports (ski and outerwear), Gonso (bikewear) and At.One (women’s fitness clothing).