THE AUTHENTIC PLATFORM
AUTHENTIC IS A UNIFIED PLATFORM THAT INTEGRATES M&A, BRAND STRATEGY, CREATIVITY AND DIGITAL INNOVATION TO UNLOCK THE POWER OF ITS GLOBAL LIFESTYLE AND ENTERTAINMENT PORTFOLIO.
As the world’s largest sports and entertainment licensing company, Authentic connects strong brands with bestin-class partners to optimize long-term value in the marketplace. Its brands generate more than $29 billion in global annual retail sales and have an expansive retail footprint in more than 150 countries, including 13,000-plus freestanding stores and shop-in-shops and 400,000 points of sale.
Authentic transforms brands by delivering powerful storytelling, compelling content, innovative business models and immersive experiences. It creates original marketing strategies to drive the success of its brands across all consumer touchpoints, platforms and
BRAND PORT FOLIO
WE ARE BRAND OWNERS. CURATORS. GUARDIANS.
Our global portfolio spans various industry sectors including media, entertainment, hospitality, sport, luxe, fashion, beauty and wellness, home, active and outdoor.
Brands are at the heart of our name because brands matter and always will matter.
Authentic brings a fundamentally different approach to the brand business. We deconstruct and reconstruct the traditional model, owning the brands while creating a decentralized network of best-in-class partners to execute the rest of the value chain. This unique approach allows us to:
...evolve, transform and reimagine our incredible brands.
...create a sustainable, strong brand model with organic growth.
...drive a digital-first brand development flywheel fueled and reinforced by reimagined storytelling and innovative marketing strategies.
GROWTH
2010
Jamie Salter partners with LGP to establish AUTHENTIC
2011
Authentic acquires the estate of MARILYN MONROE
2012
HICKEY FREEMAN and HART SCHAFFNER MARX bolster Authentic’s men’s business
2018
Authentic builds footwear platform with NINE WEST and VINCE CAMUTO
Authentic enters the home furnishings market with THOMASVILLE, DREXEL and HENREDON
2019
SPORTS ILLUSTRATED introduces new media vertical for Authentic
BLACKROCK LTPC becomes a primary shareholder
Iconic retailer BARNEYS NEW YORK is welcomed to the Authentic family
2020
Authentic and SIMON form SPARC GROUP
Gen Z favorite FOREVER 21 is acquired
The acquisitions of BROOKS BROTHERS and LUCKY BRAND broaden Authentic’s global retail and e-commerce footprint
2013
The addition of JUDITH LEIBER, JUICY COUTURE and SPYDER establish fashion, sportswear and active credibility
MUHAMMAD ALI and ELVIS PRESLEY complete a trifecta of Icons
2021
EDDIE BAUER ushers
Authentic into outdoor territory
CVC and HPS become significant stakeholders
The storied IZOD and VAN HEUSEN brands join Authentic’s Lifestyle roster
2014
AIRWALK and VISION STREET WEAR bring sports culture to Authentic
2015
Authentic breaks new ground partnering with first Living Legend, SHAQUILLE O’NEAL
2016
AÉROPOSTALE is acquired through a consortium with world’s largest mall owners
2022
Authentic forms strategic partnership with DAVID BECKHAM
Acquisition of sports culture brand REEBOK is finalized
Authentic acquires TED BAKER
ALLEN IVERSON partners with Authentic
2023
Authentic acquires VINCE and HUNTER
AUTHENTIC STUDIOS is formed
GENERAL ATLANTIC and HPS make primary follow-on investments, while TEMASEK and QIA join Authentic’s investment portfolio
Authentic acquires iconic action sport brands
QUIKSILVER, BILLABONG, ROXY, RVCA, ELEMENT, HONOLUA and DC SHOES
Authentic expands footwear platform through ROCKPORT acquisition
2017
Authentic diversifies its roster of Living Legends with the addition of GREG NORMAN and NEIL LANE
GENERAL ATLANTIC joins Authentic as a key stakeholder
2024
Authentic welcomes SPERRY
A Q&A WITH THE FOUNDER, CHAIRMAN & CEO
JAMIE SALTER SITS DOWN WITH TONY BUGG, MANAGING DIRECTOR OF THE BUGG REPORT, TO DISCUSS AUTHENTIC'S REGIONAL GROWTH, ACQUISITION STRATEGY AND LONG-TERM VISION.
As the largest sports and entertainment licensing company in the world, how does Authentic identify brands to acquire?
At Authentic, we don’t just license brands—we own them, manage them and bring out their full potential. We are a unified platform that integrates M&A, brand strategy, creativity and digital innovation, driving the value of our Lifestyle and Entertainment brands to new heights. We’ve shown time and time again that we know how to spot brand value and grow it. Just take a look at the diversity of our portfolio; even in the early days, it comprised some of the most famous sports, fashion and celebrity names in the world. Our acquisitions focus on brand identity and resonance with a diverse global audience—a quality we often describe as the brand's heartbeat.
Can you tell us about the Authentic business model? What makes it different from a traditional licensor model?
At Authentic, we’ve redefined how brands operate. Our model is all about connection—linking our owned brands and IP with top-tier partners who excel in product design, development, distribution and retail. This strategy allows us to drive long-term growth on a global scale. It’s an asset-light, capital-efficient approach that delivers results, with over 70% adjusted EBITDA margins. We’re not just diversified across brands and licensees, but across channels and geographies, ensuring we stay ahead of the curve and maximize value.
What is the strategic significance of entering the Australia and New Zealand markets?
These markets are brimming with potential. They’re vibrant, growing and align perfectly with our global strategy. Brands like Boardriders and Reebok are already making waves across Australia, while others like Juicy Couture and Sperry are starting to build a solid footprint. It’s about tapping into new consumer bases and driving our brands forward. We're excited about the opportunities and ready to make a significant impact. With our team rapidly growing in key markets around the world, there is a compelling story to tell about Authentic’s commitment to building dedicated teams globally to enhance our platforms’ reach. By activating a “think global, act local” mindset, we are able to combine Authentic’s expertise in brand management with our partners’ deep understanding of the local market and cultural trends to elevate our brands’ positioning.
What would you say were the key milestones that helped transform the business into what it is today?
In the early days, we made a name for ourselves by building a diverse portfolio that spanned men’s fashion, sportswear, activewear and entertainment. One of the key moments was acquiring the Marilyn Monroe brand—our first big step into the celebrity and entertainment space. Marilyn represented everything we look for in a brand: iconic status, global appeal and untapped potential. We built a plan that both honored her legacy and pushed it forward, and that’s the mindset we bring to every acquisition.
Fast forward to last year, and we picked up the Boardriders portfolio—Quiksilver, Billabong, Roxy and more. These are brands with a serious global following, built over decades. We’ve restructured them using Authentic’s proven playbook, and they’re back at the forefront of the action sports world.
I’ve got to mention Shaquille O’Neal—that was a game-changer for us. Partnering with Shaq in 2015 didn’t just elevate Authentic; it redefined what we could do and paved the way for us to partner with other legends like David Beckham. Shaq is the President of Basketball at Reebok, a global ambassador and collaborator of The Hershey Company, and has a thriving commercial services and studios business. His brand of “fun” vision is a perfect example of how we align with living legends and take them to new heights.
How do you select the right partners and how do they impact Authentic's long term success?
At Authentic, it’s all about finding the right fit—brands that have strong DNA and potential to scale. We look for opportunities that can elevate what we already do well and align with our vision of growth across industries, whether that’s fashion, sports, media or entertainment. It’s about bringing in partners that make sense, not just for today but for the long haul.
As we keep expanding into new markets, it’s critical that Authentic is seen as more than just a collection of brands. We want people to recognize us as a global brand owner and leader. Whether scrolling online or walking down the street, chances are you’re interacting with one of our brands—and that’s exactly the kind of reach we aim for. Looking ahead, the sky’s the limit. We’ve got a winning formula that’s driven by organic growth, but we’re also always ready to strike when the right deals come along. By staying nimble and focused, we’re confident that Authentic will continue to be a powerhouse in the years to come.
AUTHENTIC IN AUSTRALIA
Authentic's commitment to innovation and brand stewardship continues to drive the expansion of its global footprint, most recently reinforced through the appointment of Lim Mi-Kyoung as SVP and Head of Australia and New Zealand.
Based in Melbourne, Lim is Authentic's first employee in Australia, where she has already doubled the workforce with the hiring of Jessica Marazita, Director, Business Development. Through our leadership and approach, Authentic is well-positioned to drive organic growth and foster new relationships in the region.
Over the past six months, Authentic's Australia arm has successfully signed four new licensing deals: Reebok, Boardriders, Juicy Couture and Rockport. These agreements mark a significant step in our journey to deliver premium products and exceptional experiences to Australian consumers while expanding our network of best-in-class partners with expertise in product design and development, distribution and retail.
As we continue to grow our regional presence, we remain focused on executing the Authentic playbook while evaluating new deals with creativity and discipline. The brand universe is vast, and we look forward to unlocking the full potential of our portfolio in this incredibly dynamic market.
"I look forward to overseeing the expansion of Authentic’s presence and cultivating a team of like-minded individuals dedicated to brand development excellence."
LIM MI-KYOUNG
SVP, Head of Australia and New Zealand
"The Asia-Pacific region presents unmatched opportunities for growth and expansion. With our foray into Australia and New Zealand, Authentic recognizes the market's potential to unlock the value of our vast portfolio of brands."
WESLEY CHU Regional President, Sports & Lifestyle, APAC
FASHION
Our Fashion portfolio is led by brands with timeless appeal and contemporary spirit, each boasting a distinctive identity that resonates with today’s discerning consumer.
Since 1818, Brooks Brothers has been recognized around the world for defining timeless American style through tailored clothing. The brand has dressed 39 presidents, along with industry leaders and cultural figureheads, expanding into more than 30 categories, including shoes, accessories and home. Through constant innovation and style disruption, Brooks Brothers achieves a milestone not held by any other American retail brand: two centuries in business and counting.
Best known for its velour tracksuits, Juicy Couture has grown from its home in Los Angeles to a beloved lifestyle brand for girls across the globe. Its casual yet glamorous designs are experienced through apparel, footwear, accessories, jewelry, home and pets, plus signature scents that continue to rank among the world’s top prestige fragrances. It has also launched one-of-a-kind collaborations with storied brands including Ganni, Kraft Mayo and Parade.
Born in Britain in 1856, Hunter has a rich history of innovation and purposeful design, with a universal appeal that spans generations. It is renowned for its Original Wellington Boot—a timeless staple in pop culture, embraced by the British royal family, A-list celebrities and festival goers alike. As it continues to build on its heritage, Hunter has added outerwear, bags and accessories to its global roster of offerings.
Nautica’s story began in 1983 with a clear vision to create marine-inspired pieces that allow the world to experience the joy of the water. Starting with only six outerwear staples, the brand is now a player in nearly three dozen categories and widely recognized for its Competition and White Sail collections. Its Sustainably Crafted pieces also showcase a longstanding commitment to social responsibility, anchored by its partnership with Oceana, the largest international advocacy organization focused solely on ocean conservation.
Hunter's Original Wellington Boot
The Original Button-Down Polo by Brooks Brothers
Nautica White Sail collection
Nine West arrived on the streets of Manhattan in 1978, bringing designs from the runways to the masses. In 1995, it entered the Australian market with a brick-and-mortar outpost in Melbourne. Today, its accessible shoes, bags and jewelry set a new fashion standard for women, blending key trends and contemporary silhouettes with classic and wearable styles.
Rockport was established in 1971 in a small New England coastal town of the same name. Founded by a father and son duo, the brand prioritizes comfort without compromising style. Beyond creating the world’s first lightweight rubber-soled casual shoe, Rockport’s everyday footwear extends to pieces enhanced by highperformance technology, ensuring wearers stay in lockstep with life.
Founded more than three decades ago, Ted Baker has grown as a unique British brand with a strong global presence. Its visual identity is seen in offerings including apparel, footwear, accessories, fragrance and home, with distribution across five continents. Highly regarded for its fashion credibility, Ted Baker remains a distinctive and beloved brand, securing partnerships with leading operators that continue its legacy.
Born in 1881, Van Heusen is a trusted brand that provides comfort and innovation to everyday essentials, positioning itself as a full-service destination for casual staples. Its dress shirts have led it to become synonymous with the “power dressing” era, fervently appearing on the U.S. political scene and on business professionals across the country.
An icon of classic style, Sperry is a trailblazer in timeless footwear and modern casuals. Founded in 1935 by Paul Sperry, its expertise is 90 years in the making, and it continues to expand the horizons of sailing, striking a balance between sport performance and understated leisure menswear. Recognized for its Top-Sider, Sperry has since added sportswear, bags and accessories to its product offerings and is focused on expanding across the APAC region.
Sperry's Original Top-Sider
Barbara Palvin for Nine West
ACTION
Our world-renowned Action brands are represented by the world’s top athletes, ambassadors, influencers and tastemakers, taking performance wear and active gear to new heights.
In 1994, DC Shoes emerged as a disruptive force in the skateboarding world, fusing music, art and streetwear with confidence, style and performance. Over time, it expanded its influence into snowboarding, surfing, motocross and street fashion, building its reputation on innovative products and a remarkable team of riders dedicated to the brand’s ethos. DC Shoes has also played a pivotal role in modern collaboration culture by partnering with brands like Supreme and artists including Shepard Fairey.
Billabong's Upcycler, its most sustainable wetsuit to date
Prince is a global racquet sports and lifestyle brand that elevates the game of every individual on and off the court. A definitive market leader, it is the racquet of choice for elite tennis players and accomplished professionals worldwide. The brand is focused on meeting the needs of its wide-ranging customer base with a comprehensive selection of innovative, game-changing equipment and collaborative lifestyle offerings.
Billabong has its origins in Australia, founded in 1973 on the Gold Coast with a pair of board shorts. Since then, it has expanded around the world, still embodying the authentic surf culture that defines the country’s identity. Fueled by its connection to the world’s top surfers, Billabong champions the Australian spirit of adventure and freedom, while paying tribute to the beauty of the oceans.
Since 1986, Airwalk has been a leader in the world of skateboarding and action sports, creating oneof-a-kind performance and lifestyle gear for fans, enthusiasts and pros. The brand has solidified its legacy in pop culture, appearing in countless films and music videos, as well as on the skate scene, where it has been worn by generations of skaters who continue to tout its influence on the streets.
Expanding the avenues of street culture and nature, Element launched with an eco-friendly, socially responsible slant that pushed the boundaries of the skateboarding scene. It entered collaborations with Ralph Lauren, Keith Haring, Polaroid and National Geographic, among other industry powerhouses, and grew globally through categories including footwear, bags and accessories.
Zales x Prince collaboration
A platform for diverse subcultures, RVCA is a design-driven lifestyle brand that balances the tension between sport and art. It showcases its product range through standout designs and experiences, while supporting its athlete advocates and teaming up with recognizable sports figures. RVCA also gives a voice to talented local creatives through its Artist Network Program.
The first action sports brand for women, Roxy defies the status quo, living life with an innate confidence and freedom and represented by women who are pioneers in their sport. The brand, which started with a signature boardshort inspired by the Hawaiian women’s outrigger and surf teams, recently launched its Pro Surf Collection in partnership with Team USA gold medal surfer and reigning world champion Caroline Marks.
Reebok is an iconic and irreverent sports culture brand with a rich and storied fitness heritage dating back to 1895. Founded on athletic footwear, Reebok continues to introduce innovations that propel the industry forward and sits today at the intersection of active, lifestyle and sport. The brand is championed by globally recognized athletes including WNBA star Angel Reese, Australian basketball star Anneli Maley and T20 World Champion of the Indian Cricket team Surya Kumar Yadav.
As the most iconic surf brand that pioneered generations of progression and innovation, Quiksilver has delivered the best of the best to surfers since it created the first-ever pair of technical boardshorts for the sport in 1969. It was inspired by the stoke of surfing and preservation of the world’s playgrounds, mountains and waves, ultimately extending into the ski and snowboard categories.
Reebok ambassador Angel Reese
Quiksilver athlete Griffin Colapinto
Roxy athlete Caroline Marks
ENTER TAINMENT
Our Entertainment platform redefines storytelling through long-form and short-form content as well as live events and immersive experiences in collaboration with the world’s most influential creators, distributors, brands and artists.
Fondly known as The Greatest Of All Time, Muhammad Ali was a three-time world heavyweight boxing champion who became the most charismatic and iconic sports figure of the 20th century. Beyond the ring, he was a cultural icon who stood for civil rights, and through his wife Lonnie, he continues to inspire new generations of changemakers through The Muhammad Ali Center. A scripted series for Amazon as well as a new musical bound for Broadway are also in the works.
Elvis Presley’s life, music, movies and legacy transcend generations, celebrated today through projects like the widely acclaimed movie “ELVIS” directed by Baz Luhrmann and starring Austin Butler; partnerships with Scotch & Soda, Triumph and Hilton; as well as live theater, immersive experiences, exhibitions and tours of his beloved Graceland estate.
A year into its founding, Authentic acquired the estate of Marilyn Monroe in name, image and likeness, marking the creation of its Icons trifecta. Best known for her roles in lauded films, the Hollywood star remains one of the most well-known figures in pop culture, film and fashion nearly 100 years later. Her legacy endures through buzzy collaborations and long-standing partnerships with apparel, jewelry and makeup partners around the world.
"Muhammad Ali vs. Sonny Liston" shot by Neil Leifer
Elvis Presley
Marilyn Monroe "Ballerina Sitting" shot by Milton H. Greene
ELVIS PRESLEY
David Beckham joined Authentic as a shareholder and strategic partner in 2022, when the platform entered an agreement to co-own and manage his brand. Regarded as one of the most successful athlete-turned-entrepreneurs, he has built a diverse portfolio of brands and businesses that connect with audiences worldwide. Beckham’s brand continues to grow under Authentic through strategic endorsements, innovative business models, compelling digital and media partnerships and new consumer products, as well as his integrated creative and production studio, Studio 99.
“Time, tastes and technology change, but there’s one constant as Sports Illustrated has grown: our dedication to telling the best, most meaningful stories in sports.”
— Stephen Cannella, Editor-in-Chief of Sports Illustrated
Nearly a decade ago, Shaquille O’Neal helped establish Authentic’s Living Legend pillar as a strategic partner and shareholder. Throughout his epic 19-year NBA career, O’Neal redefined the dominant “big man” role, and his eponymous brand continues to expand through key partnerships, fun collaborations, major endorsements and largescale events. He also graces main stages around the world as DJ Diesel, founded the fast-casual restaurant chain Big Chicken and serves as Reebok’s President of Basketball, catapulting the brand’s presence in the sport to winning heights.
For 70 years, Sports Illustrated has been recognized for shaping modern culture at the intersection of sports, lifestyle and entertainment. It is a industry powerhouse that unites athletes, teams and fans worldwide through quality content, innovative digital experiences, unforgettable events and original products. Sports Illustrated’s awardwinning media arm brings powerful storytelling to life on SI.com, across social media and through its renowned print magazine whose cover is widely regarded as the most coveted space in sports media. It also extends to SI Tickets, a fanfirst ticketing platform; SI Resorts, the ultimate destination for active lifestyles and sports enthusiasts; and SI Studios, the brand’s home for film, TV and podcasts.
Sports Illustrated
David Beckham
Shaquille O'Neal
