MirageDrive Kayak

August 25th, 2021 - Oceanside, California

Hobie, the iconic outdoor watersports and lifestyle brand, has appointed LMCA as its exclusive brand licensing agency to manage and grow Hobie licensed product and experience offerings in North America and around the globe.

With its roots in surfing, skateboarding, sailing, and kayaks, Hobie has revolutionized the way we experience fun outdoors and on the water through pioneering innovations for over 70 years. From inventing the first fiberglass/foam core surfboards, to the sailing industry’s revolutionary Hobie Cat 16 catamaran, to the to the MirageDrive® kayak that delivered “a new way to kayak,” by pedaling hands-free instead of paddling, the Hobie brand has been at the leading edge of outdoor performance innovation on the water for decades.

Licensing the Hobie brand into consumer-driven lifestyle and specialty sport categories will deepen Hobie’s relationship with its core base and introduce the brand to new audiences with exciting, relevant products. These categories will complement Hobie’s core portfolio in kayaking, surfing, fishing, and sailing.

“Our entire team is energized by the opportunity to grow the Hobie brand globally through strategic, relevant brand extensions,” said Mike Suzuki, CEO of Hobie. “With over 70 years of delivering exciting innovations in the watersports space and with passionate employees, fans, and customers all over the world, we believe that the Hobie licensing program will develop meaningful new touch points with consumers and build on the ‘Hobie way of life’ ecosystem.”

“Hobie Alter’s indelible mark on high performance watersports is unparalleled, and we are excited to continue Hobie’s legacy of innovation by helping extend the Hobie brand into complementary lifestyle and performance-driven licensed products and services,” said Ciarán Coyle, President of LMCA. “With the growing popularity of outdoor sports and activities, there is strong demand for quality, performance lifestyle apparel and equipment. We are excited to further Hobie’s brand equity with a focus on innovation, superior technology and passion for water fun with a range of essential products and experiences that support and enhance Hobie’s core business.”

LMCA is actively seeking licensing partners for Hobie in swimwear, apparel, footwear, beach accessories, fishing equipment and accessories, performance apparel, surfboards, paddleboards, wetsuits, watersports equipment, and more.

For more information, contact: Alex Tomlinson, [email protected].

About Hobie
Since 1950, Hobie has been in the business of shaping a unique lifestyle based around fun, water, and quality products. From their headquarters in California, Hobie Cat Company and its global subsidiaries produce an impressive collection of watercraft for worldwide distribution. In addition to sailboats, Hobie Cat also offers stand-up-pedalboards, pedal kayaks for both recreation and fishing. Each product line is also complimented with a comprehensive array of parts and accessories. Visit to learn more.

About LMCA
LMCA is a global brand extension agency dedicated to building transformative licensed partnerships that add value, create revenue and support our clients' overall strategy and missions. For over 30 years, we have planned and managed brand licensing programs across a wide range of industries and markets, creating relevant and meaningful brand products and experiences that deliver impactful results. For more information on licensing Hobie brand, visit us at

For more information, contact: Alex Tomlinson, [email protected]