Electric announced that Zach Boon has joined the company as global vice president of marketing. He was most recently global brand director at Nike Sportswear.

“2013 was a major transition year for Electric. Zach’s hire completes a major rebuild of our executive team. We now have senior leadership, expertise and oversight over all major aspects of the business to empower our passionate and talented teams to be even more effective,” said Eric Crane, CEO.

“I look forward to bringing my personal passion and professional experiences to this already amazing team. The Electric brand has so many amazing stories to tell. I look forward to working with our global team to build awareness for the brand and strong connections with the market,”  said Boon

Boon  brings more than 20+ years of experience, previously account executive at Action Sports Group, North America action sports brand director for Nike and most recently global brand director at Nike Sportswear.

Electric is a global, premium sport and lifestyle accessory brand rooted in Southern California’s rich action sports, music, art and customization culture. Electric designs and markets an extensive line of watches, sunglasses, snow goggles, snow helmets, bags, apparel and accessories. In 2011, Electric became part of the Kering group.