Apex Ski Boots, based in Golden CO, appointed Jax Mariash Mustafa as company president.
“We are thrilled to welcome Jax. She brings a unique set of skills and expertise ranging from strategic positioning to digital marketing and brand management that will accelerate the growth of our game-changing ski boot technology. Jax also brings an incredible love of the outdoors including big mountain skiing to ultra long-distance running that is well suited for our company”, said Apex’s previous president, investor and board member Kevin Tice.
Mustafa is a world-champion ultrarunner and founded Stoked Roasters, a specialty coffee company. Mustafa also led marketing teams for Crocs, Lucy Activewear, Powderbird Helicopter Skiing, Native Eyewear, and Erem Footwear.
