Hilco Streambank is marketing for sale or license the intellectual property of MirraCo, owner of the BMX bicycle brand founded by BMX freestyle rider Dave Mirra, including the Mirra trademark, domain names and the MirraCo Facebook page.
Dave Mirra (“Miracle Boy”), the founder of MirraCo, was a BMX freestyle legend. He held the record for most X Games medals in BMX Freestyle (24) until 2013, and medaled in every X Games from when the games started in 1995 up to 2009, except 2006 when an injury prevented him from competing. Mirra was inducted into the BMX Hall of Fame in 2016. He founded MirraCo in 2006 with industry veteran Jim Ford.
Notwithstanding his untimely death in 2016, Dave Mirra’s name is etched in the minds of BMX enthusiasts worldwide, as well as a broad cross-section of action sports-oriented people. According to a 2018 survey conducted by Vital BMX of more than 2,000 BMX enthusiasts, Dave Mirra was the respondents’ second favorite rider.
“It is safe to say that no BMXer has ever reached the recognition, fame and notoriety that Dave Mirra has.”
USA BMX, annoucing his induction into the BMX Hall of Fame
Tapping into the Valuable Youth Consumer
The BMX movement has become increasingly popular in cities, taking off among inner city youth. This fuels an avenue for growth of the BMX industry and sales of products supporting it. According to the 2018 Vital BMX survey, 43% of respondents indicated that they will buy a new BMX bike frame in the next 12 months, and 33% indicated they intend to buy a new BMX bike in the next 12 months.
In 2008, BMX racing made its debut at the Olympic Games in Beijing, China. Building upon the success of BMX racing at the Olympic Games, BMX Freestyle Park will be included in the 2020 Olympic Games in Tokyo, Japan. The BMX category grew 18% by dollar and 25% by unit in 2017 when compared to 2016,1 and is poised for further growth following the introduction of freestyle to the Olympic Games.
2013 – 2016 Explosion in BMX Ridership2
BMX Riders 2012 v. 20183
The MirraCo and Mirra brands have been licensed since inception, including for 8 years to Trek, as well as to BMX International Australia (until 2015) and Dynacraft (until 2017). Licensing revenue data is available to interested parties under a non-disclosure agreement.
Recognizing the impact that Dave Mirra had on the sport of BMX, Haro released a line of Mirra-branded bikes, including a tribute Mirra-branded bike to honor his life, legacy and contribution to BMX. Haro’s non-exclusive license for the Mirra brand expires in November, 2019.
A buyer or licensee has the opportunity to build upon the Mirra brand recognition and capitalize on the resurgence of the BMX market by positioning it for growth and investing in expansion into other BMX categories including racing, other bike categories, parts and accessories, other action sports related products and new distribution channels. The brand’s co-founder, leveraging more than 30 years of experience, is uniquely positioned, if needed, to transition the brand to a buyer’s infrastructure.
Registered in territories including the United States, China, European Union, Australia, Japan and Brazil.
MirraCo Facebook page
1 Bicycle Retailer, Supplier Shipments to Shops Fell 4% Last Year, But Sales Held Tough (Jan. 19, 2018)
2 Wall Street Journal, The BMX Bikes Getting Teens Back on Two Wheels-Or One, May 3, 2017.
3 Statista, Number of participants in BMX bicycling in the United States from 2011 to 2017 (in millions).