K2 Sports hired Mike Humes as vice president global marketing. Humes is experienced with all facets of business operations and marketing with major sports franchises in the U.S. and Canada. He previously served as the senior vice president and chief sales officer for the Washington Capitals and Mystics, and chief marketing officer for the Seattle Sonics and Storm among many other high-level assignments within the NHL, NBA, WNBA and sports broadcasting industry. He was on the development team behind the Columbus Blue Jackets NHL expansion team and spearheaded development of a new arena for the organization that was recognized by ESPN magazine for delivering the best stadium experience of any professional team in the four major sports leagues.

K2’s global marketing and product development operations previously were solely under the direction of long-time K2 executive Anthony DeRocco. Due to the company’s growth over the past five years, through sales increases and acquisitions of Atlas and Tubbs snowshoes, Line skis, Karhu Nordic skis and Madshus cross country ski products, marketing and product development were recently divided into separate organizations. Under the new structure DeRocco will serve as global vice president product development and oversee product line architecture for K2 Sports’ 12 winter sports and outdoor recreational brands, including design, graphics and sourcing.

“Anthony stepped into a challenging dual role five years ago and helped mastermind the best selling and highest quality product line in the company’s history while simultaneously turning a regionally-segmented marketing organization into a unified global brand,” said Robert Marcovitch, president of K2 Sports. “His efforts created the opportunity for us to develop a new executive marketing position so his team can focus on further developing market-leading products that have defined K2 for more than 40 years.”

On the marketing side, Humes will tap into his business management experience to lead K2’s global branding efforts and direct the company’s advertising, public relations, online marketing, promotions, events, athlete sponsorships and strategic alliance programs.

“Mike is a rare find with an unparalleled track record in the sports industry complemented by a lifelong passion for winter sports,” Marcovitch said. “He brings a different perspective to K2 and fresh ideas on consumer retention and awareness that will have a major impact on how we present our stable of brands. His deep connections with the marketing officers associated with major consumer brands will help K2 discover new partnerships and promotional avenues well beyond traditional outdoor and action sports channels.”