Authentic EVP David Brooks Shares Details About Market Week for New Boardriders Licensees | Shop-Eat-Surf

Oct 30, 2024

Authentic Brands Group held a series of meetings and events for its Action & Outdoor Sports Fall 2025 Market Week in Costa Mesa, California, last week.

Authentic-owned brands including Quiksilver, DC, Billabong, RVCA, Von Zipper, Element, and Volcom showed product lines and marketing plans to nearly 250 people representing 34 different brand licensing partners from around the world.

Topics included market expansion with a new partner in Israel, growth into new categories such as beach games and expanded apparel sizes, supply chain updates, and product showcases from the brands.

We asked David Brooks, Authentic EVP for action & outdoor sports, lifestyle, a few questions about why the Market Weeks are held, and about how many licensing partners overall have signed on to invest in the former Boardriders brands.

Authentic acquired the brands and shifted them to a licensing model in September 2023.

Authentic EVP, Action & Outdoor Sports, Lifestyle David Brooks: Market Week fosters collaboration and aligns the vision for all categories across our brands. Seasonal concepts for core categories, like performance apparel, are shared with partners in supporting categories – such as accessories, outerwear, and equipment – to ensure product assortments follow a unified design language. This sets the tone for a cohesive global collection and strengthens the brand’s impact across markets.

It also streamlines product selection by bringing licensing partners and regional teams together to showcase offerings across categories. Regional teams assess what fits their market needs based on availability, quality, and delivery timelines, encouraging healthy competition.

Ultimately, the best products rise to the top, empowering regions with choices and ensuring the right products reach the right markets at the right time.

The Levy Group team, which has the license for Roxy swim and Roxy outerwear. Photo courtesy of The Levy Group.

David Brooks: There are two per year in the U.S. and EU for Spring/Summer and Fall/Winter.

David Brooks: Yes, most of our brands do something similar.

David Brooks: 2025 marketing plans and campaign imagery/videos were also presented, which allowed us to tell full product stories, highlight priorities across the new collections, and bring consumer insights to life.

David Brooks: We have the key licensees covered but are always looking for new product categories that support each brand’s unique identity and demand.

A Volcom showing during Market Week at Liberated headquarters. Photo courtesy of Liberated Brands.

David Brooks: There are 55 partners across all regions, brands, and categories.

David Brooks: The response we’re seeing across our brands reinforces that surf, snow, and skate culture continue to resonate globally. These are premium, heritage brands with deep roots in boardsports, which is why they appeal to licensees, retailers, and consumers alike.

Participation in boardsports is growing, fueled by a younger demographic discovering the lifestyle through events, local communities, and social media platforms like TikTok and Instagram.

For many in this generation, surf and skate are more than sports – they’re lifestyles that align with values like authenticity, creativity, and self-expression. We’re seeing young consumers gravitate toward brands with purpose and heritage, which gives us an edge in connecting with new audiences.

The Authentic model is structured to amplify what makes these brands special. By focusing on a consistent brand experience and ensuring product availability across key markets, we’re positioning our portfolio to capture even more demand.

We’re also meeting demand in emerging markets where the boardsports lifestyle is gaining traction, particularly in Asia and Latin America.

Editor’s note: here is a list of licensing partners that attended, according to Authentic:

Quiksilver Director of Marketing, Brandon Guilmette, Quiksilver Senior Vice President/GM, Ryan Mangan, and Quiksilver Head of Europe, Josh February. Photo courtesy of Quiksilver and Authentic.

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Authentic Global President, Sports & Lifestyle, Jarrod Weber, Quiksilver athlete Griffin Colapinto, and Authentic EVP, Action & Outdoor Sports, Lifestyle, David Brooks. Photo courtesy of Authentic. What is the goal of Market Week on the business side? For example, are some licensing partners here reviewing lines that they can buy from other licensees such as Oved, Levy Group, Liberated, etc.? Authentic EVP, Action & Outdoor Sports, Lifestyle David Brooks:The Levy Group team, which has the license for Roxy swim and Roxy outerwear. Photo courtesy of The Levy Group.How many times a year are Market Weeks happening and where are they happening globally? David BrooksDo other Authentic-owned brands host similar Market Weeks? David BrooksIn addition to product presentations, are marketing campaigns shared as well? David BrooksIs your roster of licensees complete for all the former Boardriders brands now, or are there more coming in the future? David BrooksA Volcom showing during Market Week at Liberated headquarters. Photo courtesy of Liberated Brands. Currently, how many overall licensing partners have signed on worldwide to become licensees for Boardriders brands? David BrooksWhat do you think that says about the attractiveness of the brands and the surf, skate, and beach lifestyle globally? David BrooksEditor’s note:Quiksilver Director of Marketing, Brandon Guilmette, Quiksilver Senior Vice President/GM, Ryan Mangan, and Quiksilver Head of Europe, Josh February. Photo courtesy of Quiksilver and Authentic.