Sims Signs Licensing Agreement with Gen-X, Hires New Management

Oceanside, Ca- Sims Snowboards is pleased to announce a licensing agreement between Gen-X Sports and Tom Sims for the worldwide distribution rights of Sims Snowboards, including all snowboard, binding, boots and outerwear products. Keeping with the direction for the past few seasons, Sims will continue their mission of providing high-presence marketing, legendary product and core/specialty-retailer distribution.

Sims’ sales and customer service will be maintained at Gen-X headquarters in Toronto, with shipping designated to Gen-X’s state-of-the-art warehouse in Minneapolis, MN. Marketing and design will remain in Oceanside, CA.

John Collins, President of Gen-X Sports stated, “This agreement provides Gen-X Sports the authenticity and performance to build an ongoing global commitment to snowboarding.”

Tom Sims added, “The infrastructure in place at Gen-X is solid and proven. With the business side secure, I can now focus on working with the team and providing input on innovative products and designs. This agreement allows me to get back into the role that was my passion for starting a snowboard company.”

Along with the new licensing agreement, Sims has also added a stellar management team, prepared to take the brand to a level never before reached in it’s 40 year history.

Travis Wood will maintain the role as the Marketing Director. His responsibilities, along with the seasoned creative design firm of past Sims employees, The Machine, will include distinguishing a look and feel of the Sims product including board graphics, ad campaigns, team, point-of-purchase marketing and tradeshows. Stated Wood, “Retailers and consumers can count on the image and marketing of Sims to continue on the same path we started a couple of seasons ago. Now though, the structure is in place to see more of our ideas actually come to life.”

Darren Robinson comes to Sims from Salomon Canada as the new Director of Product. Darren brings with him a great knowledge of sales and product from his progression as a pro rider to his turn to sales with Sims, Ride, and Salomon. Darren has spent his last two years leading Salomon’s Snowboard Product Marketing Team in Canada.

Gareth Knocker comes to Sims from Ride Snowboards as the new Director of Global Sales. Gareth had many responsibilities within the Seattle based K2 organization, including handling US National Accounts for K2 and Ride. While based in Toronto at K2 Canada, Gareth was the Canadian Sales Manager for the Atlas division, including such brands as Planet Earth and Adio.

Mark Brasier, Senior Vice President of Active Sports, commented, “We are excited to be working with the legendary Tom Sims and know that with our collective strengths within both organizations, we can create a cohesive program that compliments the Sims brand history and our ability to provide service and resources. Further, we have assembled what we feel is a young, strong, well-rounded Management Team that will take this brand to the next level. In fact, they’ve already traveled to the factories ensure production is in full swing for the 02-03 season, while working on the new 03-04 collection.”

Sims Snowboards has continued to advance snowboarding and snowboarding related products since Tom’s first wood-shop class project in 1963. To this day, Sims Snowboards manufactures snowboards, boots, outerwear and Link bindings as an alternative to the common winter sports pastime.

Gen-X Sports Inc., a Toronto-based company with global reach, designs, manufactures, markets and distributes various branded sporting goods products across categories, which include golf, snowboards, skis and various action sports items. Gen-X Sports’ Brands include – for golf… Tommy Armour®, Ram®, TearDrop® and Zebra®; for snowboards… Limited® and Lamar®; for Action Sports… Oxygen , Rage® and Dukes®; for skis… Volant®; for inline skates… Ultra-Wheels®, Street Attack® and Skate Attack® and, for hockey…Hespeler®.

To contact credit or customer service, as well as for contacting Travis, Darren or Gareth, feel free to call 1-877-387-4369.

For more information please contact