There’s a lot more than waves merging in the SUP world these days. Boardworks, a SoCal-based surf and SUP manufacturer, recently announced its global license agreement with Rogue, a performance SUP and surf brand founded in 2008.
The announcement comes on the heels of the company’s appointment of Rogue founder Rick Karr as Boardworks’ new general manager.
“The Rogue license is a central part of our Boardworks’ brand re-launch strategy,” says Karr. “The addition of Rogue in our lineup creates a comprehensive product offering, taking our premium performance to the next level.”
Boardworks is also debuting a new branding and board collection strategy. The new collections tout multiple new board categories, designs and the debut of the Rogue Performance line. The Rogue collection features performance-driven race, surf and SUP foil designs.
Karr, along with Boardworks’ new Brand Manager, Andrew Mencinsky, previously with The Enthusiast Network’s SUP magazine, bring a new level of ingenuity, authenticity, core industry experience and reinvigoration to the brand. Confluence brought on the industry veterans in early 2017 to launch Boardworks into a true powerhouse brand.
“The opportunity to shape the future of the Boardworks line utilizing Rogue’s performance lineage is something we are stoked about,” says Mencinsky. “Rogue complements a completely redesigned Boardworks line and our team is fired up about the launch of the brands and the future.”
Confluence Outdoor acquired Boardworks in January 2015, and has put financial and strategic backing in place. The Rogue license and renewed support of innovation and development are several of the steps that Confluence Outdoor is taking to drive Boardworks’ growth in the watersports market. Earlier this year, Boardworks severed ties with SUP brand Badfish after a multi-year partnership.
