Bose announced today it has acquired Skullcandy. Although the two companies are competitors in the consumer audio space, Skullcandy recently partnered with its new owner to bring several of Bose’s audio technologies — including its head-tracking spatial audio and excellent active noise cancellation (ANC) — to products like the Skullcandy Crusher 1080 ANC headphones and Method 360 ANC earbuds.

Specific details about the deal weren’t shared, but according to a news release, Bose plans to keep Skullcandy a separate brand that will become part of its premium consumer audio business. Skullcandy will remain based in Park City, Utah, where it was founded. The acquisition will help Bose expand the reach of its audio technologies, including its industry-leading noise cancellation, to a wider audience.

“For more than 60 years, Bose has been committed to delivering incredible audio experiences however and wherever people choose to listen. As we work to reach even more people, we’re expanding how we do that, not only through Bose products, but through technology partnerships and a growing portfolio of brands,” Bose CEO Lila Snyder says.

Founded in 2003, Skullcandy hasn’t been around for as long as Bose has, but the company’s distinct product designs and branding that includes “longstanding relationships” with board sports athletes will “present new ways for Bose to meaningfully connect with consumers where it has less presence today,” according to today’s release. Bose’s products are a staple among people who regularly fly and travel for work, but Skullcandy will help the company’s products appeal to consumers who don’t necessarily prioritize the effectiveness of ANC on their headphones.