Factor 54 Partners Signs Deal With Advance Sports Inc.



Southern California lifestyle label Factor54 (F54)
announced today a license agreement with apparel manufacturer Advance
Sports Inc. Advanced Sports will design, produce, sell and distribute F54
products globally under a multi-year contract.

F54, while deferring its design, production and sales role, is reserving
sole equity interest in the business and will continue operation of its
offices in Orange County, Calif., in a creative and marketing capacity,
ensuring the brand’s integrity as it expands its product collections and
distribution domestically and internationally.

“Our deal with Advanced Sports affords us world-class manufacturing and
distribution competency along with resources that will better enable F54
to grow,” says Todd Miller, F54 president and CEO. “We’re excited to be
able to concentrate our efforts on building our brand appropriately, while
broadening our apparel offering and exploring cool new product assortments
in complementary other categories. We get to do what we do better,
smarter, and scaled-up to meet growing consumer demand with quality and
unerring service.”

F54 produces a select array of men’s and women’s graphic t-shirts, and
men’s pants, button-downs, walk shorts, swim wear, head wear and athletic
socks. The company expanded its line in fall 2010 to include a broader
assortment of its action sports-inspired staples, with additional
development in the way of men’s and women’s wovens, outerwear and

“It’s encouraging in this challenged economy to find a true core brand
that is growing and thriving at retail, and we’re really excited about
this opportunity,” says Brian Jellig, Advance Sports brand director. “The
demand for F54 is proven in top specialty accounts, and we are looking to
help the brand add more depth and technical styles to collections,
capitalizing on that demand.

“The new fall/holiday line we developed with Todd and his team is in the
market with the new rep force, and feedback has been overwhelmingly
positive. The general sentiment from shops seems to be,’Finally, we’ve
been waiting to see this happen!’ Shops are looking for a new, fresh
approach from a brand that is only specialty store-based, and that’s
exactly what F54 is doing.”

ABOUT FACTOR54: Factor54 (F54) was founded in 2004 in Newport Beach,
Calif., by former Association of Surfing Professionals Top-44 Surfer Todd
Miller. The brand's vision at inception was to promote the sport and
progressive spirit of skateboarding and surfing, emphasizing innovation in
the ranks of its athletes and underscoring the Company’s values with
authenticity in fashion.

Now in it's sixth year of operation, F54 remains true to its hardcore
roots with renewed focus on its lifeblood: shop kids, team performance,
and keeping the door open to anyone that relentlessly pushes the
definition of what’s possible in skate and surf culture.

ABOUT ADVANCE SPORTS INC.: Advance Sports Inc. (ASI) is a company based in
Southern California that specializes in design, production, sales and
marketing of key niche Action Sports brands. ASI is staffed by specialists
in the area of design, production, sales and marketing and operates out of
two separate offices spanning over 95,000 square feet.