April 2, 2008 – Vista, CA – DC announced Wednesday, April 2, that Damon Way, the brand's Co-Founder and Executive Vice President, will transition to a consultant role for the brand effective immediately. In his new role, Way will focus on the company's brand positioning projects and continue to guide DC's design based initiatives and DC's Special Projects™, a brand category he created in 2001.
While working part time for DC, Way will take on the role of Chief Brand Officer for Incase, where he has been an active shareholder and board member for the past several years. He will work in house for Incase, a product design company based in Los Angeles, CA.
"I am very excited for the new challenges that lay in front of me with this transition, as it enables me to engage new opportunities while maintaining a strong connection to DC through the various brand positioning projects in which I am involved," said Damon Way.
Way founded DC in 1993 with friend and partner Ken Block. The duo sought to make a significant change in skateboarding shoe styles and elevate skateboarding performance and technology to the highest level. Over the past 14 years, DC has continued to grow and flourish, expanding its line to include women's and kid's footwear, men's and women's apparel, snowboard boots, outerwear, accessories and most recently, snowboards. Damon Way will remain a member of DC's Executive Board along with Ken Block and DC President Nick Adcock.
"I am very proud of what Damon and I have accomplished together with DC over the years," said Ken Block. "We have worked side-by-side in building an incredibly strong brand and company, and he will continue to be a key player for DC's vision."
"We are excited to see Damon take on this new position at DC," said Nick Adcock." His new role will allow him the opportunity to step back and explore more creative opportunities to further enrich the brand."