OS1st has appointed Cape Capener as VP of new categories, a newly created role said to reflect the company’s continued investment in strategic growth and category expansion beyond its core performance channels.
The original founder of the Above the Rim basketball apparel brand, which was later acquired by Reebok, brings an entrepreneurial drive to the business. Capener has more than 20 years of experience building and scaling brands across athletic footwear, performance apparel, outdoor, golf, and wellness. His background includes senior leadership and advisory roles with both emerging brands, as well as global brands such as Reebok, Adidas, Nike, and Sequential Brands.
OS1st called out his background in supporting category creation, wholesale and direct-to-consumer growth, and retail expansion in domestic and international markets.
“I’ve long respected OS1st for its product integrity and the strong consumer response once people experience the brand,” said Capener. “There is a meaningful opportunity to introduce technical, performance-driven solutions into categories that have seen limited innovation, and I look forward to helping shape what comes next.”
In his new role, Capener will lead the development and expansion of new product categories and market opportunities, with an initial focus on golf, performance accessories, and strategic footwear adjacencies. He is expected to work with the OS1st leadership team to identify new opportunities, build partnerships, and bring new concepts to market aligned with the brand’s technical credibility and consumer trust.
“Cape brings a rare balance of product insight, commercial strategy, and deep industry relationships,” said Josh Higgins, president, OS1st. “As we expand into new categories and retail environments, his leadership will help ensure we do so with focus, credibility, and a clear consumer benefit.”
Images OS1st
