DC Shoes Returns as Official Footwear Partner of Nitro Circus
DC Shoes Reunites with Nitro Circus in Multi-Year Global Partnership
Nitro Circus, the the largest property in action sports, has today announced the return of DC Shoes as an official footwear partner of Nitro Circus, in the active lifestyle and skate shoe category, marking the first time in over a decade that the two iconic brands have reunited.
Throughout Nitro Circus Live Tours, DC Shoes will be integrated across the venues through premium show-floor branding, big-screen commercials, and live fan experiences such as custom on-site activations, giveaways, and audience engagement initiatives. Beyond the arena, DC Shoes will be featured across Nitro Circus’ extensive digital ecosystem, including social media, website placements, YouTube integrations, and unique content. Nitro Circus will also produce custom branded content presented by DC Shoes, distributed across Nitro Circus’ channels and shared with DC Shoes for broader amplification.
DC Shoes, one of the original sponsors of Nitro Circus from the beginning of the brand, played a pivotal role in shaping its early identity. Throughout Nitro Circus’ formative years, DC Shoes was a constant feature across Nitro Circus television shows and live tours, delivering standout and authentic brand integrations that resonated with fans around the world, most notably the iconic DC Shoe Bike, which remains one of the most recognizable custom builds in Nitro Circus history. This partnership marks a full-circle moment, welcoming DC Shoes back to the Nitro Circus family.
“We are thrilled to have one of our original partners, DC Shoes back with the Nitro Circus family,” said Brett Clarke, Chief Revenue Officer, Thrill Sports. “I’m certain our tens of millions of fans worldwide will recall great memories of content, live events, and athletes that DC Shoes have been part of developing. Our brands have experienced a tremendous amount together over the years and we look forward to this next chapter as we look to elevate the experience and provide unique platforms across our fanbase and the industry as a whole.”
While rooted in a shared legacy, the renewed partnership is firmly focused on the future. Together, Nitro Circus and DC Shoes are committed to uncovering and elevating the next generation of action sports stars, leveraging Nitro Circus’ global platform and DC Shoes’ deep connection to action sports and youth culture. A cornerstone of this effort is the continued evolution of Nitro Circus’ “Show Us Your Tricks” campaign, a year-round user-generated content initiative that has already introduced new global stars to the Nitro Circus brand in recent years.
“Nitro Circus is part of DC Shoes’ legacy,” said David Brooks, EVP, Action Sports at Authentic Brands Group, owner of the DC Shoes brand. “We helped build something special together in the early days, and this partnership represents a natural evolution of that shared history. As we look ahead, DC Shoes remains committed to supporting the athletes, communities, and platforms that authentically move action sports forward. Nitro Circus continues to be one of the most powerful stages to do just that.”
For tour dates, ticket information, and the latest Nitro Circus updates, visit NitroCircus.com.
About Nitro Circus:
Nitro Circus, a global sports entertainment leader, creates electrifying live events and unbelievable original content that at once exhilarates, captivates and inspires thrill-seeking fans worldwide. Co-founded in 2003 by iconic superstar Travis Pastrana, Nitro Circus has since grown into a multiplatform phenomenon creating spectacular live events, progressive competitions, hit television programming and innovative digital offerings. With over three million tickets sold to date, linear content that has aired in over 60 countries and a burgeoning consumer products business, Nitro Circus is at the forefront of sports and entertainment.
About Thrill Sports:
Thrill Sports is a next-generation content company at the intersection of sports, entertainment, and lifestyle. As the parent company of Nitro Circus, Street League Skateboarding (SLS) and Power Slap, Thrill Sports is committed to delivering mind-blowing action sports events and original content worldwide. With over 75 million followers across multiple brand pages and channels, Thrill Sports is a leader in the action sports industry.
Thrill Sports Website: www.thrillsportsco.com
Power Slap website: www.powerslap.com
Street League Skateboarding website: www.streetleague.com
Nitro Circus website: www.nitrocircus.com
About DC Shoes:
Founded in 1994 by Ken Block and Damon Way, DC Shoes quickly grew as a leader in skateboarding. Today, DC Shoes is the lifestyle brand amplifying street and skate culture, and promoting individuality through distinctive footwear and apparel. Rooted in skate, the product line has expanded to include men's, women's and kid's lifestyle and skateboarding shoes, apparel, snowboards, snowboard boots, outerwear, and accessories.
For more information, please visit dcshoes.com. Follow DC Shoes on Instagram, Facebook and X/Twitter.
For More Information Contact:
Nitro Circus:
Sami Huwe – shuwe@thrillone.com
DC Shoes:
Candice Watts – cbrew@authentic.com