Genesco signs US license for footwear brand Etonic

Genesco Inc has signed a new three-year licensing agreement with heritage running brand Etonic to be its exclusive US and Canadian footwear licensee. The deal includes two three-year renewal options, which would extend the partnership through January 31, 2030. The addition expands Genesco Licensed Brands portfolio into the retro/heritage branded footwear space.

Genesco, a Nashville-based specialty retail and branded company, has a stable of licensed footwear that takes in many top brands, including Levi's, Dockers, Bass and Starter.

Founded in 1876, Etonic is a well known athletic footwear brand with a historic reputation for comfort, innovation, quality, and performance. The Etonic lifestyle target consumer is aged 16 to 45. The brand is fuelled by the ever-growing ‘sneakerhead’ culture.

Genesco will design and manufacture Etonic brand lifestyle footwear for men, women, and kids. The new line of footwear is planned to launch in sports and shoe specialty stores by Fall 2022.

"We are confident that Genesco will honour the Etonic tradition of 'firsts' by bringing new product to market through its extensive retail and wholesale platforms,” said Bruce Weisfeld, partner, Etonic Holdings LLC.

"Etonic's incredible history and past affiliation with sports legends like Arnold Palmer, Bill Rodgers, and Hakeem Olajuwon provide a terrific foundation for lifestyle footwear built on the brand's performance heritage but designed for today's consumer,” said Andy Gilbert, president of Genesco Licensed Brands.