The Shelby Brand has stood for quality and performance for over six decades. The brand, and the man who created it, have also become a part of our cultural heritage. They both represent values and qualities that are near and dear to the American heart-ingenuity, determination and rugged individualism.

Carroll Shelby’s arrival on the race scene, first as a driver and then as a designer and manufacturer of high-performance vehicles for both track and street, quickly redefined what true performance meant. From the early 260s and 289s through the big-block 427s, the awe-inspiring Cobra represented all of the best attributes of the Shelby brand-raw power and rugged, elemental performance.

Shelby’s association with Ford transformed the sporty Mustang into the now-legendary GT350 and GT500 racers and ensured a continuing place for the Shelby name in American car culture. Shelby’s affiliation with Ford continues to this very day with a new stable of Shelby Mustangs that push the boundaries of performance and power.

Large, big-box retailers that carry a broad range of products. Ex: Walmart, Target, and Tesco.

Traditional, multi-category stores with mid-to-high price ranges. Ex: Macy’s, Bloomingdale’s, and John Lewis.

Slightly more value-focused than high-end department stores. Ex: Kohl’s, and Dillard’s.

Sell surplus or out-of-season merchandise at lower prices. Ex: T.J. Maxx, Ross, Marshalls, and Outlet Malls.

Bulk or club buying model with membership-based retail. Ex: Costco, Sam’s Club, and BJ’s Wholesale Club,

Focused on clothing, footwear, and athleisure for men, women, and children. Ex: Gap, Foot Locker, Lululemon, Uniqlo, H&M

Trend-driven apparel retailers offering affordable, frequently updated collections. Ex: H&M, Zara, SHEIN, Forever 21, Primark, Fashion Nova

Cater to fitness, outdoor recreation, and sports gear. Ex: Dick’s Sporting Goods, REI, Academy Sports

Provide vehicle parts, tools, and maintenance products. Ex: AutoZone, Pep Boys, Advance Auto Parts, O’Reilly

Broad online marketplaces, often with global reach. Ex.: Amazon, eBay, Alibaba, and Mercado Libre.

Carroll Shelby Licensing, Inc.

Shelby 

Orange County Choppers (OCC) is a world-famous custom motorcycle manufacturer founded in 1999 by Paul Teutul Sr. At their facility based in Newburgh, NY, Paul Sr. and his team of custom fabricators design, engineer, and manufacture unique, forward-thinking motorcycles built around a theme and, increasingly, for a broad spectrum of motorcycle enthusiasts around the world.

Orange County Choppers has been the center of the hit TV reality series “American Chopper.” American Chopper debuted in September 2002 and remains one of the longest-running and most successful reality TV series in history. They continue to entertain millions of people worldwide on a weekly basis.

Firefly is proud to manage this popular global lifestyle brand with its US and Canadian licensing.

A Global Brand: 

•American Chopper aired for 10 seasons in 160 countries and was subtitled in 35 different languages. The series currently airs in many European countries

• As a worldwide brand, OCC dominates with huge social media and global fan bases.

• Winner of 2 ASTRA Awards (Australian Pay TV) Viewers Choice Awards.

• Strongest International markets include the United Kingdom and Malaysia.

Licensing Facts:

• Orange County Choppers is a long established globally recognized lifestyle brand.
• Over the past 20 years, retail revenues from the sale of OCC products have exceeded $375 million, more than 87%.
• Popular products include Apparel, Motorcycle related products, lifestyle product.

Selling directly to consumers without 3rd-party retailers. Ex.: Brand-owned e-commerce sites, subscription boxes (Dollar Shave Club), and brand pop-ups.

Primarily food-focused, but often include general merchandise sections. Ex: Kroger, Whole Foods, and Carrefour.

Stores focused on specific product verticals or hobbies.