Adrenalina Inks Deal on Footwear, Fragrance

NEW YORK — Extreme sporting goods retailer Adrenalina has announced plans to expand with two new product licensing agreements. The Miami-based company signed two separate five-year contracts to produce and sell Adrenalina branded children’s shoes and fragrance.

Kinderland Inc. will manufacture skate shoes and fashion sneakers for boys and girls starting with collections for spring ’09. “We picked Adrenalina as a licensing partner because its brand projects an exciting image that appeals to the youth market,” Margie Castillo, business manager of Kinderland, said in a statement.

Adrenalina also agreed to a partnership with DLI Enterprises Inc. to produce both men’s and women’s “Live Adrenalina” fragrances in time for holiday. “As one of the hippest new retailing concepts, Adrenalina is the ideal licensing partner that will enable us to get our fragrances in front of the extreme sports market,” said Paul Farago, COO of DLI, in the statement.

Footwear and fragrance will be sold at Adrenalina’s retail locations as well as at other stores both in the U.S. and internationally.

“We are delighted to expand Adrenalina’s profile, and believe that our ability to attract international licensing deals reflects the strength of the Adrenalina brand,” said Jeffrey Geller, president of Adrenalina. “With over 1 million people visiting each of our stores per year, a popular television program and three magazines, Adrenalina is rapidly becoming the ultimate extreme sports brand.”

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