Hawk Signs Exclusive Deal With Kohl's

By EMILY FREDRIX
MILWAUKEE -- Skateboard icon Tony Hawk has signed an exclusive deal with Kohl's Corp. to sell footwear under his brand through the mid-level retailer.

Hawk, known for his successful lines of video games and clothing as much as his skating, will begin selling his shoes at Kohl's 800-some stores and its Web site in February, the company was set to announce Thursday. The fashion and skate shoes will be targeted to young men and boys.

Kohl's, which also sells the popular Vans brand skating shoes, plans to price the Hawk line at about $40 per pair.

Hawk provided inspiration for the shoes, but Kohl's produced the actual design for the brown, black, white and patterned footwear, said Kevin Mansell, president of Kohl's, based in the Milwaukee suburb of Menomonee Falls. Many of the shoes feature the bird of prey also found on Hawk's shirts.

Hawk, 38, said skating is now known as much for its fashion as for the sport itself. Sometimes he can hardly believe how the sport, considered alternative when he took it up as a child, has become a cultural phenomenon, he said.

Kohl's started carrying the Tony Hawk Clothing line of tops and bottoms last year. The line for young men and boys has done well, especially during back-to-school shopping in the fall, said Mansell. Kohl's plans to expand its offerings of the clothing line, and shoes are a natural extension, he said.

I think Tony Hawks new shoe line at Kolhs is going to be a big success. Kohls already has customers who buy his clothing line at there stores. I think its a good idea for Kohls to have these shoes in there store because their customers will start a brand loyalty with them. This is also good for Tony Hawk because he has already had a great success with his clothing line.

by Melissa D'Elia