New Balance has sold the PF Flyers sneaker brand to Kassia Davis, the daughter of New Balance chairman and majority owner Jim Davis.

Kassia Davis will serve as the brand’s executive chairwoman with a planned relaunch set for September 2021.

“During my 10-plus years in the sneaker industry, I learned that there were very few women in positions of leadership for me to look up to,” said Davis. “Throughout my career, I also realized my passion for creative design and branding. I have always seen the tremendous potential for the PF Flyers brand and look forward to relaunching this true American classic.”

Pensole, led by founder D’Wayne Edwards and former design director Brand Jordan, will lead the brand’s creative direction for the first year. He also joins PF Flyers’ board as a founding member.

“At this stage of my career with Pensole, I get excited about opportunities to use sneakers as a tool to educate and inspire consumers on what is possible. What Kassia is doing with the relaunch of PF Flyers is very important to the future of our industry. Our consumers need to see who they can become, and Kassia is doing exactly that,” said Edwards.

Kassia Davis worked for New Balance from 2010 to 2018, lastly holding the position of director of merchandising- global DTC. She left to co-found the Fierce + Regal activewear brand and then founded KADA, a women’s apparel brand with a focus on sustainability.

New Balance acquired PF Flyers in 2001.

PF Flyers was founded by BF Goodrich in 1937 and acquired by Converse in 1972 before the sale to New Balance.

Photo courtesy Kassia Davis/PF Flyers