Given the big news that Marquee Brands, owner of Dakine, Body Glove, and other brands, has acquired Stance, SESO followed up with Marquee to find out more details about the future strategy for the brand.
The acquisition means Stance will move to a licensing model. United Legwear & Apparel Co., which has the license for Hurley men’s apparel, Puma socks, and other brands, is the new global Stance licensee in every country except China.
Marquee Brands CEO Heath Golden answered some questions for us about why Marquee was interested in Stance, how the licensing model will work, and what the future holds for the brand, including potential category expansion.
Why did Marquee want to acquire Stance?
Marquee Brands CEO Heath Golden: Stance is exactly the type of high-equity, culturally resonant brand that aligns with Marquee’s acquisition strategy. The brand redefined everyday essentials through bold design, premium craftsmanship and storytelling that taps into individuality and self-expression. Its long-standing partnerships with global sport leagues and entertainment leaders demonstrate both relevance and credibility. We see meaningful potential to scale that equity across categories and markets, and our model enables Stance to unlock its next phase of growth while staying true to the creativity and originality that built the brand.
How would Marquee describe the current state of the surf/action sports/outdoor space?
Heath Golden: The broader surf, action sports and outdoor space benefits from consumer interest in performance products, lifestyle versatility and brands with authentic cultural roots. Across these categories, audiences are gravitating towards brands with strong identities and meaningful communities, qualities that Stance has demonstrated for over 15 years. As the market evolves, brands that combine functional innovation with strong emotional resonance are best positioned to grow. Stance naturally sits at that intersection of lifestyle and performance.
Do you think the licensing model is a more realistic operating model for Stance vs. a vertical operation?
Heath Golden: The licensing model, when supported by the right partners, is a proven growth driver for brands with strong equity, like Stance. United Legwear & Apparel Co. (ULAC) is a great partner that brings deep category expertise, operational scale and global distribution capabilities.
This structure provides Stance, under Marquee’s ownership, to partner with other categories, industry and regional experts to expand the brand’s core ethos into new and relevant brand extensions. Marquee will drive a carefully managed license strategy to position Stance for long-term sustainable expansion.
Do you envision Stance expanding into additional categories in the future?
Heath Golden: Stance has strong permission to extend beyond its core categories, and we see significant opportunity across performance, activewear, athleisure and footwear for men’s, women’s and kids. We will also explore adjacent lifestyle categories such as health and grooming, that align with Stance’s ethos of essentials as a platform for self-expression.
The brand’s innovation in materials and its cultural credibility create a natural pathway into these expanded categories.
How will Marquee structure Stance marketing? Will it be run by Marquee or more by United Legwear?
Heath Golden: Marquee Brands will drive Stance’s brand strategy, positioning, storytelling and long-term vision, drawing on our expertise as a global brand accelerator. Marquee will drive a 360-marketing approach leaning into Stance’s thriving social platforms, building on the brand’s legacy of partnering with relevant artists and cultural influencers, while elevating that narrative through Marquee’s global brand-building expertise.
ULAC will lead execution across products, maintaining the longstanding relationships with sports leagues and studios, enhancing retail and ecommerce by leveraging their deep category and operational strengths. Together with ULAC, we will enhance Stance’s penetration across touchpoints and markets.
What do you think Stance was doing right, and what do you think will need to change?
Heath Golden: Stance has excelled at transforming an everyday essential into a cultural statement. Its collaborations, creative point of view and commitment to originality are the foundation of its success, and those qualities will remain central.
Marquee Brands will evolve the brand by scaling distribution, driving category growth, strengthening global retail and ecommerce leveraging ULAC’s operational efficiencies. We are unlocking the full potential of what already makes the brand distinct.
Given the impact of tariffs on many companies and brands, is Marquee seeing more brands interested in being acquired of late?
Heath Golden: Across the industry, macroeconomic pressure has prompted many brands to explore more stable, scalable operating models. Marquee Brands’ platform is designed to bring stability, pairing strong brand management and award-winning marketing with world-class partners. As a result, we continue to see opportunities to support great brands and make them thrive.
Tiffany Montgomery can be reached at tiffany@shop-eat-surf-outdoor.com.
