It was a good multi-decade run for “Youth Against Establishment” brand Volcom. They were actually cool back in the late 90’s and early 00’s. Now they are officially a discount brand that will soon be seen on racks alongside their teammates like Tapout, Michael Jackson, Airwalk, Above the Rim, Shaquille O’Neal, and more.

We’ve given The Stone shit before for paying female influencers big bucks instead of promoting and paying their women’s team of talented athletes, but this is the official kiss of death.

Sample:

New York, NY – April 2, 2019 – Authentic Brands Group (ABG), a global brand owner, marketing and entertainment company, today announced the purchase of the intellectual property of Volcom from Kering S.A. Through this acquisition, ABG diversifies its growing lifestyle pillar with the addition of America’s first brand dedicated to skate, surf and snow, and boosts the value of its portfolio to more than $9.3 billion in annual retail sales.

“We are thrilled to have completed the purchase of Volcom,” said Jamie Salter, Chairman and CEO of ABG. “For nearly three decades the Volcom family has created one of the most iconic brands in the skate, surf and snow markets. During the last few years, the brand has been consistently gaining traction with broader audiences around the world while staying true to its core. We could not be happier to finally get to work with this team.”

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Click to SHOP EAT SURF for the full release

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