Complex Media Acquires Sole Collector, Leading Sneaker Culture Site
Multi-media platform for young males continues to expand roster of owned and operated sites as company hits new traffic and engagement milestones
NEW YORK, March 14, 2013 /PRNewswire/ — Complex Media, the premier multi-media lifestyle destination for young males, has acquired Sole Collector, a leading sneaker culture authority, expanding the company’s network of owned and operated sites. Sole Collector’s founder and GM Steve Mullholand, along with his 10-person team, will join Complex Media. Complex Media continues to expand its reach and engagement, in February posting a record 66 million unique visitors and 735 million pageviews*, with over 30% of traffic generated via social platforms. The announcement was made by Rich Antoniello, CEO of Complex Media.
“We’re thrilled to acquire Sole Collector and to bring on its talented team. They’ve created a uniquely successful destination for sneaker-obsessed males – some of the most discerning lifestyle consumers anywhere,” said Antoniello. “With its authentic voice, enormous and constantly updated database, and loyal and engaged users, Sole Collector is exactly the kind of property we’re looking to add to our expanding collective of sites that define and influence youth culture. This is just the beginning of our aggressive and strategic expansion plan for 2013.”
Said Mr. Mullholand: “Sole Collector is forever linked to high-end sneaker culture, and by joining Complex Media this connection will expand and deepen. I cannot express how excited our entire team is about the resources, process and capital that will become available to us – and the amazing results we expect to garner.”
In addition to Mr. Mullholand, other members of the Sole Collector team joining Complex Media include: Nick DePaula, Creative Director; Sara Accettura, Director of Operations and Sales Director; Zac Dubasik, Managing Editor; Brandon Richard, Content Manager; Luis Sanchez, Senior Writer; Jotham Porzio, Video Producer; Zack Schlemmer, Senior Writer; Brennan Hiro Williams, Senior Writer; Yulia Nidbalskaya, Graphic Designer and Kerstin Carter, Art Director.
Sole Collector was founded 10 years ago by Mr. Mullholand, and is based in Portland, Oregon. The site has 4.4 million unique monthly visitors* and has the world’s largest online sneaker forum, with over 385,000 members. Sole Collector offers a sneaker database with over 15,000 listings, each quarter publishes Sole Collector print magazine and each month publishes Sole magazine on iPad.
About Complex Media:
Complex Media is the premier multi-media platform for young males, featuring a network of entertainment, sports and lifestyle properties, and a flagship site, Complex.com, which is the online hub of Complex magazine (launched in 2002). Complex Media sites are carefully selected and curated to maintain editorial integrity and consistency. Complex Media successfully engages the hard-to-reach male demographic around lifestyle content with an authentic voice that is powered by a sophisticated social platform.
SOURCE Complex Media