Genesco Inc. has signed a new three-year licensing agreement with heritage running brand Etonic to be its exclusive US and Canadian footwear licensee. The deal includes two three-year renewal options, which would extend the partnership through January 31, 2030.

“We are pleased and excited to announce a new U.S. and Canadian footwear licensing partnership with Genesco Licensed Brands,” said Bruce Weisfeld, Partner at Etonic Holdings LLC, in a statement. “Along with our current roster of domestic and international licensees, we continue our work to build the Etonic brand and return it to its rightful place among the best athletic companies in the world. We are confident that Genesco will honor the Etonic tradition of ‘firsts’ by bringing new product to market through its extensive retail and wholesale platforms.” 

Genesco will design and manufacture Etonic brand lifestyle footwear for men, women, and kids with suggested retail prices ranging from $50 to $110.

Etonic was founded in 1876 and its lifestyle consumer, ages 16 to 45, spans generations.

“We are thrilled to partner with Etonic,” added Andy Gilbert, president of Genesco Licensed Brands. “Etonic’s incredible history and past affiliation with sports legends like Arnold Palmer, Bill Rodgers, and Hakeem Olajuwon provide a terrific foundation for lifestyle footwear built on the brand’s performance heritage but designed for today’s consumer.”

The new line of footwear is planned to launch in sports and shoe specialty stores by fall 2022.

Nashville-based Genesco has been a footwear bigwig for nearly a century. Its stable of licensed footwear currently includes Levi’s, Dockers, Bass and Starter.