Oiselle hired Arielle Knutson as CEO. She joins the women’s running brand from Nuun Hydration, where, most recently, she was VP of marketing.
Knutson takes over from interim CEO, Atsuko Tamura, who has been with the company since 2015, working as president until mid-2022 when she stepped into the CEO role following founder Sally Bergesen’s departure.
Previously, Tamura spent 12 years at REI where she held various roles including interim CFO, SVP marketing & strategy and CEO & president of Evo, an action-sports retailer. Tamura will take on an advisory role with Oiselle and support Knutson in developing a strategic growth plan for the company.
“I am thrilled that Arielle is joining the team, particularly as she has been a part of the sisterhood as a customer and fan of Oiselle from the early days,” said Tamura. “Arielle brings a unique perspective from one of the industry’s leading brands, and I know she’ll be a driving force in elevating Oiselle’s position, supporting our incredible Volée community, and ensuring that every Oiselle woman is celebrated for their progressive individuality and qualities.”
Oiselle said Knutson’s background includes building and growing brands across multiple industries, focused on active lifestyle, outdoors and CPG brands. In her decade-long job at Nuun, Knutson took the company from a small and niche brand, guiding it through a private equity exit to Nestle in 2021. She led the brand, digital and e-commerce business.
Most recently as SVP at Good Culture, Knutson was responsible for building out brand, marketing and innovation, and crafting its quality and socially responsible platform in the category.
“I’ve been a huge fan of Oiselle ever since I put on my first pair of Distance Shorts in 2011, and am incredibly excited and honored to be joining Oiselle as CEO,” shared Knutson. “I found the brand while searching not just for the best running apparel but also for a running community, and I’m still part of the community that I found back then. I am thrilled to help lead the brand into this next chapter of growth.”
Knutson is tasked with continuing to lead and grow the Oiselle brand and building on established retail partnerships, events and experiences for women in the run and active lifestyle spaces.
In February of this year, Oiselle, based in Seattle, and Janji, the Boston-based running apparel brand, announced they were partnering on a merger of niche brands in the run space. As part of the transaction, Bergesen worked in an advisory role.
Photo courtesy Oiselle
