Sports company Puma sold the industrial property rights of the Swedish Outdoor company Treton (including trademark rights, patents and designs) to the Authentic Brands Group, effective June 29. The purchasing price has not been disclosed.

The Authentic Brands Group (ABG) owns and manages a global portfolio of fashion, sports and celebrity brands, including Spyder, Prince Tennis or Elvis Presley. Tretorn has a heritage of more than 120 years and produces sports and leisure products. It is particularly famous for its Nylite tennis sneakers and its rubber boots. ABG’s licensing strategy will focus on footwear, outerwear and tennis equipment for North America and Asia. The Group is in discussions with a strategic licensing partner for North America which shall be announced in the near term.

The Swedish Tretorn management will acquire the operating license from AGB to continue the business activities of Tretorn on the Scandinavian and European markets.

Puma acquired Tretorn in 2002. According to a corporate statement, the sale was “a natural consequence of Puma’s vision to become the fastest sports brand in the world, focusing on its core categories within its core brands Puma and Cobra Golf.”