CamelBak welcomed Mike Valvano as the brand’s new director of soft goods and sport. Valvano will oversee product management and overall business strategy for soft goods and sport bottles in domestic and international markets.

“As we enter another year of brand expansion and grow our product line, Mike’s deep experience in the outdoor and bike industries will be crucial for CamelBak,” said Steve Nadler, vice president of marketing and product management at CamelBak. “Mike’s unique background merging strategic product launches and business development strategies is a perfect fit for elevating these categories of our business.”

Valvano joins the CamelBak team with almost two decades of sales and management experience in the outdoor space. In 2012, Valvano founded Graphite, Inc., a boutique brand management agency providing expertise in go-to-market strategy and product management for active lifestyle brands. As founder and principal of Graphite Inc., Valvano worked with leading brands including Keen, BioLite and Tefron on product advisement, global distribution and directing brand launches and acquisitions. Prior to founding Graphite Inc., Valvano served as sales director at Converse Accessories where he successfully managed special makeup (SMU) business for Footlocker EU, Journey’s and Converse retail and established the conglomerate’s sales force and UK distributor network. Valvano has also served in sales and management positions at Clif Bar and Overland Equipment where he played a significant role in growing wholesale distribution and sales.

“I am honored to join the CamelBak team and be part of a legacy that transformed how we sustainably hydrate on and off the trail,” said Valvano. “CamelBak boasts a best-in-class product, a deep history of innovation and a brand mission focused on sustainability. I’m eager to grow these core categories of our brand and carry the current momentum forward.”

In his new role, Valvano will fortify CamelBak’s commitment to global brand expansion, as well as its pledge to sustainabilityby translating consumer needs into an unparalleled customer experience through product innovation, development and story-telling. Valvano is based out of the CamelBak headquarters in Petaluma, California.