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Wednesday, April 18, 2012
Dyrdek Enterprises acquires DNA

By Jeff DiNunzio

Rob Dyrdek in Los Angeles last summer.

Dyrdek Enterprises Incorporated -- the business arm of pro skater, entertainer, and entrepreneur Rob Dyrdek -- announced Tuesday that it had acquired DNA Distribution from Burton after year-long discussions. DNA includes skateboarding brands Alien Workshop, Habitat and Reflex.

DNA is a foremost supplier of skateboard decks, wheels, trucks, hardware, grip tape, and other accesories. Based out of Dayton, Ohio, Chris Carter and Mike Hill started DNA in 1990, with Alien Workshop as its original label. Dyrdek's ties to Alien Workshop in particular stretch to both the company's early days and his as a young pro skater in the early 90s. "It's hard to put into words what an amazing opportunity this is for me," Dyrdek said in a prepared statement. "I am extremely proud to now own the company that first sponsored me 20 years ago."

In the same release, Burton founder and CEO Jake Burton said, "It's been an honor to call DNA part of the Burton family for the past four years." And while Burton COO Mike Rees acknowledged in January that the company was in talks with Dyrdek about transferring DNA, the motivations behind the transaction -- and which party initiated it -- remain unclear.

Dyrdek established Drydek Enterprises in 1999, and in 2010 launched Street League Skateboarding, whose next season begins in May. His portfolio also contains connections to DC Shoes, Monster, IVI Vision, and the Rob Dyrdek Foundation, founded in 2003, to assist communities with the design, development, construction, and promotion of skateparks.

Dyrdek, the president of his namesake company, has seen his profile extend far beyond the realm of skateboarding in part due to his MTV television shows "Rob & Big," "Rob Dyrdek's Fantasy Factory," and "Ridiculousness."