Momentec Brands, the parent of Alleson Athletic, Augusta Sportswear and other team uniform brands, appointed David Baxter, its former chairman, as CEO.John Anton, the company’s former CEO since April 2024, becomes vice chairman. He formerly led Founder Sport.

Momentec Brands, formed out of the merger of Augusta Sportswear Brands and Founder Sport Group in March 2024, appointed Baxter as chairman in June 2024. The merger was spearheaded by private equity owner Platinum Equity.

Prior to joining Momentec, Baxter was president of Under Armour for the Americas region, responsible for “the brand’s largest revenue region, including wholesale, retail, e-commerce and team sports,” said Momentec in a media release. Before joining Under Armour, he served as president and CEO of Lids Sports Group.

Other key members of Momentec’s executive team include

  • Joel Bennink, SVP product since May 2024: Formerly, senior director, sports apparel at Under Armour;
  • Mike Moore, chief financial officer since June 2024: Formerly, CFO, Global Fanatics Brands
  • Brent Meyer, chief revenue officer since September 2025: Formerly, VP of supply chain and manufacturing operations, Fanatics;
  • Karl Buchanan, chief operating officer since May 2025: Joined Momentec as VP transformation and SVP supply chain in December 2023. Previously, SVP, operations, PGS, Private Equity Portfolio Company;
  • Christine Rose, chief technical officer since February 2025: Formerly, chief information officer, Rite Aid;
  • Julie Parker, chief human resources officer since April 2024: Formerly, VP, human resources, Founder Sport Group
  • David Goerke, SVP marketing & communications since June 2024: Formerly, VP marketing & merchandising, Augusta Sportswear.

In its statement, Momentec said, “Private equity owner Platinum Equity has focused on strengthening the Momentec C-suite team with a blend of seasoned industry leaders and innovative trailblazers.”

The CEO change comes as Momentec plans to open the Momentec Customer Success Center, a 755,000-square-foot automated distribution center, in Kannapolis, NC, this month. Representing a consolidation of several other distribution centers, the fulfillment center is the first time all Momentec apparel brands (Alleson Athletic, Augusta Sportswear, Badger, C2, Holloway, High Five, and Russell Athletic) will be housed in one location. The center will include apparel decoration capabilities and kit packing to support “fast and accurate order turnarounds.”

Baxter stated, “We are building a C-suite that fully understands the intersection of custom team and corporate wear, all built on the most trusted service model in the industry and defined by a winning Momentec culture.”

Image courtesy Momentec Brands