Genesco Inc has signed a new 3-year licensing agreement with heritage running brand Etonic to be its exclusive US and Canadian footwear licensee. The deal includes two three-year renewal options, which would extend the partnership through January 31, 2030. The addition expands Genesco Licensed Brands portfolio into the retro/heritage branded footwear space.

Genesco, a Nashville-based specialty retail and branded company, has been a leader in the footwear industry for nearly 100 years. With a reputation for producing high quality, innovative styles with a sharp attention to detail, Genesco’s stable of licensed footwear includes many top brands, including Levi’s, Dockers, Bass and Starter, the retailer said in a media release.

Founded in 1876, Etonic is one of the most iconic athletic footwear brands with an historic reputation for comfort, innovation, quality, and performance. The Etonic lifestyle consumer, ages 16 to 45, spans generations. The brand encompasses a unique dynamic that is primarily fuelled by the ever-growing ‘sneaker-head’ culture.

Genesco Inc has signed a new 3-year licensing agreement with heritage running brand Etonic to be its exclusive US and Canadian footwear licensee. The deal includes two three-year renewal options, which would extend the partnership through January 31, 2030. The addition expands Genesco Licensed Brands portfolio into the retro/heritage branded footwear space.

Genesco will design and manufacture Etonic brand lifestyle footwear for men, women, and kids. The new line of footwear is planned to launch in sports and shoe specialty stores by Fall 2022.

“We are confident that Genesco will honour the Etonic tradition of ‘firsts’ by bringing new product to market through its extensive retail and wholesale platforms,” said Bruce Weisfeld, partner, Etonic Holdings LLC.

“Etonic’s incredible history and past affiliation with sports legends like Arnold Palmer, Bill Rodgers, and Hakeem Olajuwon provide a terrific foundation for lifestyle footwear built on the brand’s performance heritage but designed for today’s consumer,” said Andy Gilbert, president of Genesco Licensed Brands.

Fibre2Fashion News Desk (KD)