Lion Brothers Company, the specialist in apparel identity and customization, announced that Christopher Heyn has joined the company as president and CEO.

Most recently, Heyn was CEO of Southern Tide, a lifestyle apparel brand with leisure and activewear collections for men, women and kids as well as collegiate-themed apparel and fashion accessories. While at Southern Tide, Heyn led the brand’s omnichannel expansion to build its DTC and B2B efforts, oversaw the opening of retail stores and expanded product availability to more than 1,200 specialty retailers. Heyn also developed products focused on performance apparel through collaborations with companies in performance textiles.

Earlier in his career, Heyn was CEO and chairman of sportswear marketer Summit Golf Brands. He previously served as senior vice president of the NBA’s Global Merchandise Group and as president of Nautica.

Suzy Ganz, executive chairman, Lion Brothers, said “Chris is an exceptional talent. As one of the leading executives in apparel and retail, we are thrilled that Chris has joined Lion to accelerate this next stage of growth for the company.”

Founded in 1899, Lion Brothers’ partners include Nike, Adidas, Hanes, Disney, Polo Ralph Lauren, Fendi, Coach, Christian Dior, Harley-Davidson, and major sports leagues including the NFL, NBA, MLB, NHL, and Major League Soccer.