Like Etnies, Emerica was launched under the banner of Sole Technology in 1996, while Etnies was in danger of losing its name. The parent company, established in France, was considering selling the brand, and it was in front of that difficult decision that the name Etnies was abandoned and given back to the parent company. The creation of the brand comes from a combination of the names Etnies and America. Having today its own identity within Sole Technology, Emerica is referred to as the brand aiming at the pure and hard skateboarder, while Etnies covers a broader vision of action sports.