The Mirra Co IP is currently up for sale or licence, including the Mirra trademark, domain names and the MirraCo Facebook page.
Hilco Streambank is handling the sale of the brand, which will be auctioned with offers due 2 May at noon (ET) and the auction starting 6 May at 10am (again ET).
Mirra Co was launched by BMX freestyle legend Dave Mirra. Both MirraCo and Mirra have been licenced since inception, including eight years to Trek, as well as to BMX International Australia, until 2015, and Dynacraft, until 2017.
Dave Mirra tragically died in 2016. Haro released a line of Mirra-branded bikes to honour his contribution to BMX. Haro’s non-exclusive licence for the Mirra brand expires November this year.
Hilco said 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.