Dyrdek Buys DNA From Burton
Skateboard star and TV host Rob Dyrdek bought DNA Distribution—owners of skate brands Alien Workshop, Habitat and Reflex—from Burton. Terms of the deal were not released.
According to a statement from Dyrdek Enterprises Inc., Dyrdek had been talking with Burton about the deal for the last year.
“It’s hard to put into words what an amazing opportunity this is for me. I am extremely proud to now own the company that first sponsored me 20 years ago,” said Dyrdek, who serves as president of Dyrdek Enterprises. “DNA has truly amazing brands that have incredible growth potential, and I look forward to help guide these brands over the next 20 years.”
Chris Carter, general manager and co-founder of DNA, will continue to oversee DNA Distribution in Dayton, Ohio, and Dyrdek will provide marketing and creative input from his Los Angeles office.
“We look forward for what’s to come with Rob and DNA,” Carter said. “Rob has shown his dedication for the past 20 years, and we are excited to continue to build the brands.”
Dyrdek’s MTV show, “Rob Dyrdek’s Fantasy Factory,” recently wrapped its fifth season with an April 23 episode that referenced the purchase of Alien Workshop.
Founded in 1999, Dyrdek Enterprises owns several multiple companies; entertainment brands; and a nonprofit organization, Rob Dyrdek Foundation, which builds safe and legal skate plazas around the world. In addition to “Rob Dyrdek’s Fantasy Factory” (as well as Dyrdek’s previous MTV shows, “Rob & Big” and “Ridiculousness”), he also produces “Wild Grinders,” an animated series on Nicktoons. Dyrdek also founded Street League Skateboarding, which is televised on ESPN.
Founded in 1990, DNA Distribution produces skateboard equipment, softgoods and accessories under several brands and distributes trucks, safety equipment and grip tape. Founded 1977 as a snow-sports company, Burlington, Vt.–based Burton began expanding its portfolio of brands to include boardsports and apparel brands in 1996.—Alison A. Nieder
