BN3TH Underwear announced that industry executive Matt Keenan joined their team as the North American director of sales in February of this year.

Keenan will head up all North American sales initially focusing his time on hiring a new sales force to cover all territories across the U.S. Once established, Keenan will lead the retail expansion and support programs with initiatives designed not only to open doors but will work closely with marketing to ensure strong sell-through at all levels of retail.

Previously, Keenan had the position of GM for Rusty America and previously was a key account executive at Nike where he developed comprehensive new sales strategies and structured opportunities for growing key business priorities.

“I’m incredibly honored and humbled to be able to lead this amazing team and brand as we focus on the North American marketplace, especially the U.S. business,” said Keenan. “BN3TH delivers the most innovative and comfortable product in its category and the team here is absolutely second to none. I couldn’t be more excited to roll up my sleeves and get after the opportunity. “