Plae, the maker of gym flooring and exercise equipment, hired former The North Face VP Mike Ferris as chief brand officer.
Ferris spent over a decade working at TNF, most recently as vice president of brand management. He was recently named a 2023 Forbes Top 50 Entrepreneurial CMO.
Ferris will direct brand strategy and marketing, product innovation, and direct-to-consumer sales for Plae, dividing his time between Denver and the company’s Canton, GA, global headquarters.
Brett Waits, founder and chief executive of Plae, said, “We are beyond excited to have one of the world’s top brand strategists accelerate our vision and sports science principles and solutions to inspire human performance globally and help people live a higher quality of life. This isn’t about selling more products; it’s about creating a brand strategy based on our vision, mission and values.”
Ferris will expand the Plae community by crafting a five-year global brand strategy in product innovation, building the brand’s ambassador and partner network and developing a consumer marketing and commerce strategy.
Ferris shared, “Plae is on a mission to change the world, and I look forward to helping the brand amplify and bring its vision to inspire human performance more broadly to the masses. I have spent my career working with athletes and building solutions that not only solve athletes’ needs but also can be adopted by a wider base of consumers. I am excited to continue this career journey as part of the Plae team.”
Photos courtesy Plae
