Sims Signs Deal With Gen-X

Tom Sims has signed a deal with Toronto-based Gen-X Sports to be the licensee of the snowboard brand.

About a month ago, Tom Sims ended the license agreement he had with Sims Distribution, which John Textor was the principal shareholder. This move also means that the most recent Sims office, which had been moved to Oceanside, California late last year, has been closed.

It hasn’t been determined where the new business will be located. The Gen-X Sports offices are located in Toronto, Ontario, Canada. Gen-X has hired several staff members to run the new business, keeping it separate from its other brands that Gen-X handles, including Lamar, LTD, Vision, Dukes, and Rage. Those brands are mostly distributed at a mass market level. The Gen-X staff plans to keep Sims targeted at the core market and there are plans to resign most of the current Sims team.

Stay tuned to SNOWboarding Business on for updates and a more complete story.