O’NEILL SIGNS LICENSING & DISTRIBUTION AGREEMENT WITH PURE SPORT APPAREL

Press release

O’Neill, one of the world’s leading surf and snow lifestyle brands, today announced the signing of an exclusive long-term licensing and distribution agreement with Durban-based Pure Sport Apparel.

The new strategic alliance will see Pure Sport Apparel manufacturing O’Neill Apparel and Accessories, as well as distributing both aforementioned product categories and O’Neill Wetsuits throughout Southern Africa. The territory in question covers South Africa, Botswana, Swaziland, Lesotho, Namibia, Mozambique and Reunion Island. Under the terms of the agreement, Pure Sport Apparel is also committed to opening and operating a number of O’Neill retail stores. The brand’s retail expansion in the region will begin in Johannesburg as well as Cape Town and Durban – both world-class surfing destinations.

“This is a very exciting time for everyone involved,” said Dale Bamford, Managing Director of Pure Sport Apparel. “O’Neill boasts an incredibly rich and proud heritage in surfing, and has always professed hardcore surfing values. That outstanding brand pedigree and the strength of this new partnership will allow us to reposition the brand and elevate it to the status it deserves across Southern Africa. To that end, I’m very happy to be working alongside our newly appointed Marketing Manager, former WCT campaigner Paul Canning. With the support of Paul’s considerable experience and expertise, everything is now perfectly set up to ensure O’Neill enjoys sustained growth across the region.”

Rob Bain, O’Neill Global Brand Ambassador & Asia Pacific Marketing Manager, commented: “We’re really looking forward to driving the progression of the brand in Southern Africa alongside Dale and Paul. Not only do these two individuals carry a huge amount of respect for their long and successful surfing careers, but they also boast an in-depth knowledge and skill set that is perfectly suited to their specific market. I’m personally really stoked to be working with the guys.”

Michael Neil, O’Neill Global Director of Licensing, is equally excited about the prospect of what lies ahead, and said: “O’Neill has invested a great deal into the Southern African surf community over the last 18 months. The signing of Jordy Smith – the top ranked South African on the ASP World Tour – together with the forthcoming Cape Town leg of the O’Neill Cold Water Classic Series are just a taster of what’s to come. In partnering up with an organization of Pure Sport Apparel’s caliber and expertise, we recognize our brand is in the best of hands and know that their experience and love for surfing will substantiate our commitment to the region.”