As close readers of February's BikeBiz magazine will already know, Fisher Outdoor Leisure has signed a distribution deal with DC Shoes to bring the range to the BMX market in the UK.
The brand will be showcased at the forthcoming Expo at Sopwell House, St Albans, running from February 18th to 10th.
DC has been in the BMX market since the '90s and has a long standing connection with Fisher through former BMX pro Martin Murray – the distributor's national sales manager.
A DC spokesperson said: "We were aware of Fishers Outdoor Leisure’s relationship with the bicycle market and felt it was a great move to help support the action sports industry.
"DC has been in the BMX market since the '90s with currently some of the best global riders in the world such as Rob Wise and Anthony Napolitan. UK specifically we promote the Forte Brothers – Leo and Kye who will be working with DC UK / Fisher Outdoor Leisure to support the UK distribution.
"Further to this Fisher's national sales manager – ex BMX pro Martin Murray – used to sponsored by DC so there is a long standing connection between the brands. DC Shoes is one of the largest global companies in the actions sports industry developing shoes and apparel for the skate, BMX, snow, surf, FMX and Rally markets. Fishers will be managing the best BMX stores in the UK to showcase DC product."
Mike Cook, Fisher sales and marketing director added: "We’re really excited to be teaming up with such an important action sports brand. DC complements our strong brand portfolio and it’s a natural fit as we expand further into the BMX category.
"We’re already taking orders for the 2013 range, so if any dealers out there are interesting in becoming a stockist please contact your territory account manager and don’t forget you will be able to see the range at Expo from Monday February 19th as well as talk to their sponsored riders."