Billabong International Limited has entered an exclusive 10-year agreement to license the California-based skateboard brand Plan B. The partnership, which covers all territories globally, will see Plan B continue under its current management structure and leverage the back-end distribution and general business support of Billabong. The arrangement also includes an option for Billabong to acquire the Plan B business over the next 10 years but with the ongoing involvement of the owners and pro skateboarders Danny Way and Colin McKay.

“Plan B is an authentic, progressive brand and this arrangement will allow its management to focus on its core capabilities while leveraging the global infrastructure of the Billabong group,” said Paul Naude, Billabong North America President. “Billabong already has a shared commitment to the development of skateboarding through the Element and Sector 9 brands and we view Plan B’s high quality products as tremendously complementary.”

Said McKay of the new partnership: “We couldn’t be happier to be coming together with Billabong and Element Skateboards to form a new skate distribution. We share a common vision for the future of Plan B and their expertise in building brands made this a perfect choice for us.”

Tom Jones, Plan B’s Vice President, added: “We wanted a relationship that would allow us to bring something new and progressive to the skateboarding community. The ability to promote the best quality products with our team’s style of skateboarding allows us to bring inspiration to skateboarders all over the world.”

Under the direction of Mike Ternasky in the 90s, Plan B revolutionized the sport with its videos. Following his death in 1994, Way and McKay took over the reins but suspended operations briefly before relaunching the brand with an esteemed team of riders. Its roster of sponsored athletes currently includes inspirational skateboarders such as Paul Rodriguez, Ryan Sheckler, PJ Ladd and Pat Duffy, along with its owners.

—Regina Henkel