L2 Brands, the parent of League, Legacy, Ouray, Locale, and recently-acquired Wild Tribute, has appointed former Hanesbrands executive John Fryer as its new CEO as the premium apparel and headwear company looks to build on its recent growth.
He most recently served as president of Unrivaled Teamwear, a carve-out from Hanesbrands, and operator of Champion Teamwear, Gear for Sports, and Knights Apparel brands. He was at Hanesbrands for nearly 36 years, with roles also including president, sports apparel and American casualwear; president, sports apparel and Champion NA, and president, Gear for Sports.
In his new role, Fryer will lead L2 Brands as the company continues to expand its position across the collegiate, resort and destination, golf and corporate markets. L2 Brands , based in Hanover, PA. is a portfolio company of Sentinel Capital Partners, a private equity firm focused on investing in midmarket companies.
“We are thrilled to welcome John to L2 Brands,” said Paige Wingert, interim co-CEO and co-founder of Legacy Headwear. “Throughout this process, we were looking for a leader who understood what makes L2 special —our people, our brands, our customers and the culture that has been built over more than three decades. John brings the leadership experience, energy and values that we believe make him the right person to lead L2 into its next chapter. I am excited about what lies ahead for the company and our team.”
Evan Toporek, interim co-CEO, added, “L2 has tremendous momentum and significant opportunities for continued growth. John’s experience building and leading consumer businesses, combined with his focus on customers, brands and operational execution, stood out to us. Just as importantly, he appreciates the entrepreneurial culture and customer-first mindset that have been central to L2’s success. We believe John is exceptionally well suited to build on the strong foundation already in place and help L2 realize its full potential.”
“I am honored and excited to join L2 Brands,” said Fryer. “L2 has built an outstanding reputation based on great brands, exceptional products, deep customer relationships and, importantly, a talented and passionate team. I have tremendous respect for what L2 has accomplished and see an enormous opportunity to build on that foundation.”
He added, “I look forward to spending time with our employees, customers and partners, learning from them and working together to write the next chapter of L2’s growth.”
Connor Knutson, the former CEO, in March became SVP, general manager of S&S Brands at S&S Activewear. Knutson was CEO of L2 Brands from June 2024 to April 2026 and president from January 2023 to June 2024.
Wingert and Toporek have served as interim co-CEOs during the company’s leadership transition and will work closely with Fryer to ensure a seamless transition before returning to their positions on the company’s Board of Directors.
Images courtesy L2 Brands
