In the aftermath of the bombshell that Sullivans had been sold, rockets went up! Joe Rocket Canada Inc. (JRC Inc.) announces acquisition of the US-based Joe Rocket brand from Sullivans Inc., reuniting the full Joe Rocket brand for the first time in 20 years. The transaction consolidates all trademarks, product development, and global brand rights back under the control of the original team that built Joe Rocket into one of North America’s most successful motorcycle apparel brands.
“This is a historic moment for the brand, for our team, and for riders everywhere,” claims Max Charlebois, President of JRC Inc., “For more than 30 years, riders have trusted Joe Rocket to deliver gear that keeps them safe, comfortable and confident on the road. That trust—and the loyalty we’ve earned from millions of riders — is the foundation of everything we do. Bringing the brand back under one roof allows us to honor that legacy while building an even stronger future.”
Founded in 1992, Joe Rocket quickly became a leader and innovator in motorcycle riding apparel, recognized for advancing rider safety, technical textiles, and performance-driven design. Joe Rocket Canada Inc., the original creator of the brand, now has full control of product design, global brand positioning, and future growth initiatives. The company plans to revitalize and modernize the Joe Rocket
portfolio while honoring the brand’s legacy.
“We are deeply proud to reunite the brand that we built,” concludes Charlebois. “Riders who grew up with Joe Rocket can expect a renewed commitment to quality, innovation and the rider-first design philosophy that defined us from the beginning.” More information will be shared soon as JRC continues to develop a complete global strategy for the unified Joe Rocket brand.
