Authentic Expands Partnership with Boardriders Japan to Include Volcom and Spyder
BRJ Now Operates Eight of Authentic’s Iconic Action and Outdoor Sports Brands Across the Region
Authentic Brands Group (Authentic), a global brand development and licensing company, today announces the expansion of its partnership with Boardriders Japan (BRJ), with the addition of Volcom and Spyder. This strategic agreement builds upon Authentic and BRJ’s existing partnership, through which BRJ oversees the regional business for Quiksilver, Billabong, Roxy, RVCA, DC Shoes, Element, and VonZipper.
With the addition of Volcom and Spyder, BRJ now manages all retail, wholesale, and e-commerce operations for eight of Authentic’s most influential action and outdoor sports brands across Japan. This expansion cements BRJ’s role as a key regional partner, delivering premium experiences and sustained growth for Authentic’s portfolio.
“BRJ has consistently demonstrated strong operational capabilities, from dynamic retail execution to design-driven product development,” said David Brooks, EVP of Action and Outdoor Sports, Lifestyle at Authentic. “We are confident this expansion will deliver meaningful growth and brand impact across Japan.”
Under the leadership of Sammy Yoo, President of BRJ, the company has established a powerful track record of success, delivering curated consumer experiences and maintaining deep cultural relevance.
“We are honored to take on this next chapter with Volcom and Spyder,” said Sammy Yoo, President of BRJ. “These brands resonate strongly with Japanese consumers, and we look forward to elevating their presence through premium retail, digital engagement, and compelling product assortments that reflect both their unique DNA and local market needs.”
The partnership marks the final phase of Authentic’s strategy to transition the brands’ operations to best-in-class regional partners who bring deep market expertise and a shared commitment to long-term growth. BRJ’s proven leadership, operational strength, and understanding of Japan’s lifestyle and outdoor landscape make them an ideal partner to steward these brands into their next phase of growth.
“Japan is a cornerstone market for Authentic’s portfolio of iconic brands,” said Wesley Chu, President of Asia Pacific at Authentic. “This expansion is not only a testament to BRJ’s outstanding execution, but also a reflection of our long-term commitment to deepening consumer connections in Asia. With Volcom and Spyder, we see tremendous opportunity to scale brand influence through community, creativity, and differentiated retail experiences.”
As Volcom and Spyder integrate into the BRJ portfolio, consumers can expect a renewed focus on design innovation, performance, and elevated experiences, both online and in-store.
About Authentic Brands Group
Authentic Brands Group (Authentic) is the world’s leading owner of sports, lifestyle and entertainment intellectual property. It acquires and owns iconic brands, repositions them for long-term growth and partners with top-tier operators to scale globally, all while delivering bold storytelling and marketing that brings each brand to life.
Authentic owns more than 50 global brands, generating approximately $32 billion in annual systemwide retail sales. These brands have a significant presence in 150 countries, with more than 29,000 freestanding stores and shop-in-shops, as well as 400,000 points of sale worldwide. Authentic’s portfolio of globally recognized brands includes Shaquille O’Neal, David Beckham, Reebok, Champion, Nautica, Elvis Presley, Marilyn Monroe, Sports Illustrated, Eddie Bauer, Aéropostale, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Quiksilver, Billabong, Sperry, Hunter and Ted Baker. Through its joint venture with Saks Global, Authentic Luxury Group (ALG), it drives growth for luxury and accessible luxury brands, including Barneys New York, Judith Leiber, Hervé Léger, Vince, Neiman Marcus, Saks Fifth Avenue and Saks OFF 5TH.
For more information, visit authentic.com.