Fortified Equity has acquired Florida-based AVID Sportswear and named Pete Angle CEO.
Angle has been consulting as interim president of the performance lifestyle brand for fishing, hunting, and outdoor adventure for the past two years, according to a news release. During his career, Angle worked for three years at Marolina Outdoors, including as president. Marolina owns the Huk and Nomad brands.
“AVID was built on a passion for life from coast to camp, and that authenticity is what makes the brand so special,” Angle said in a statement. “Our vision is to elevate AVID as both a performance leader and a lifestyle statement, delivering innovative gear that excels in the outdoors while connecting with a broader audience that shares our love for adventure. With the support of Fortified Equity, we’re ready to take AVID into its next great chapter.”
Angle will focus on advancing innovation and deepening AVID’s connection with its community. The acquisiton by Fortified Equity will help AVID grow its reach through new product launches, expanded retail partnerships, and a robust marketing presence, said the release.
“AVID sits at the unique intersection of performance and lifestyle, bringing authenticity from the outdoors into a brand that resonates far beyond the water or woods,” said Ashley Martin, a founding Fortified partner, in a statement. “We believe AVID has only begun to scratch the surface of its potential, and with Pete’s leadership, the brand is positioned to grow into a household name for those who live and love the outdoor lifestyle.”
Martin founded the family office investment firm with partner Allen Mescher. Fortified targets small to mid-sized investment opportunities, providing founders and owners with exit capital solutions, said the release.
Martin said they were drawn to AVID because of the strength of its community and the brand’s authenticity.
“This is more than apparel; it’s a way of life for people who value time outdoors with friends and family,” Martin said. “We see tremendous opportunity to honor that foundation while helping AVID scale its reach and impact globally.”
AVID was founded by Nicole Johnson and Tim Johnson in 2009.
