Anthem Media Group Signs Partnership w/DNA Distribution

Skate brands Alien Workshop, Habitat and Reflex will operate with support of La Jolla Group from Irvine, Calif. HQ

Anthem Media Group (AMG), a multi-dimensional action sports apparel, media and technology company, has partnered with DNA Distribution (DNA) to continue the growth of skateboarding brands, Alien Workshop, Habitat and Reflex. DNA was acquired by skate industry veteran, TV personality and entrepreneur, Rob Dyrdek, earlier this year from Burton Snowboards. The suite of brands under the AMG-DNA partnership will be managed and operated under the DNA name in conjunction with a services agreement with La Jolla Group (LJG) from the company’s headquarters in Irvine, Calif.

Recently launched by a group of investors, among which include action sports industry vets Toby Bost and Matt Cook (pictured at left with Dyrdek), AMG’s partnership with DNA aims to elevate the company’s three iconic skate brands and build on the experience of founders Chris Carter, Joe Castrucci and Mike Hill. By enhancing the brands’ hardgoods, softgoods and footwear offerings, the teams will introduce an expanded collection of apparel and accessories segmented for a wider consumer audience, while serving core skate fans with new artist collaborations and product innovations.

“This partnership merges great talent and great brands with a proven operator suited for the youth lifestyle market,” said Bost. “By combining our expertise in design, manufacturing, marketing, operations and technology, this relationship creates a joint venture that is not only relevant, but game changing. These brands are very well respected within the core channels, work with some of the best athletes in the sport and produce best-in-class content, so the time is right to give them the additional support needed to take them to the next level.”

According to Cook, the collective efforts of the teams will help Alien Workshop, Habitat and Reflex execute a cohesive marketing strategy, create new business opportunities and offer a point of differentiation in today’s fast-changing retail landscape.

“With Habitat’s eco-based efforts and Alien Workshop’s knowledge of the market, DNA plans to add new ingredients and combine the best of all brands, so consumers can be excited about the future of skateboarding,” said Cook, who has spent the last 12 years in the digital media space, and currently serves as CEO of “Bringing my digital experience to the table, together with Toby’s operational and brand building expertise and Rob’s media background, we’ve created an incredible formula for success.”

Additionally, DNA plans to merge strengths in traditional media with the major marketing platform of Rob Dyrdek Enterprises, The Fantasy Factory, Ridiculousness, Street League Skateboarding Series and a multitude of other projects currently in development. According to Dyrdek, speaking directly to the consumer with creative and multi-faceted branding and events is what the 21st century retail environment will be built upon.

“It’s a great opportunity to connect with Toby and Matt to redefine DNA Distribution and develop our brands authentically,” said Dyrdek, who has ridden for Alien Workshop since he was 15 years old. “From the outset, we wanted to be independent and operate on our own terms. We have been successful in doing so, and with this partnership, we’ll be able to collaborate with like-minded companies, keeping the DNA brands moving in the right direction.”

La Jolla Group, where Bost serves as CEO, will offer crucial resources, including operations, creative, fulfillment and a new HQ for the DNA brands to grow their collections and following. DNA will operate from LJG’s Irvine, Calif. offices, while DNA founders will remain in Dayton, Ohio.