Point 3 Basketball hired Mikko Simon as the brand’s new vice president of marketing. Simon brings more than 15 years of international sports and marketing experience to Point 3 and will be responsible for brand strategy, marketing operations, and driving consumer awareness globally.

“I am elated that Mikko will be joining the Point 3 team,” says Point 3 Founder and CEO Michael Luscher. “His sports industry experience, marketing expertise and lifelong passion for basketball form a package that will keep us focused on the needs of the ballplayer, and take Point 3 to new heights.”

Simon joins Point 3 from Amer Sports Corporation, where he was a driving force in bringing the company’s brands such as Wilson, Salomon and Arc’teryx, more strongly into digital marketing and ecommerce. He most recently held the position of Global Digital Marketing Manager, working across the company’s brands and regions to validate digital strategies and to maximize synergy and scale in digital marketing operations. During his career at Amer Sports, Simon also spent two years in Moscow, Russia, building up a new marketing organization for the company’s local sales subsidiary.

Prior to Amer Sports, Simon worked in the NFL’s Digital Media department for six years, helping to build one of the sports media industry’s most successful online properties. He also spent two years with the Big Ten Conference as Assistant Director of Communications.

“Point 3 has created some of the most innovative basketball apparel that I have ever used,” Simon says. “Having been actively involved in the game for nearly 30 years, I see tremendous growth potential for the brand and its products globally.”

Simon will be relocating from Helsinki, Finland to be based in the company’s Atlanta, GA headquarters, and will officially join Point 3 following the 2014 FIBA Basketball World Cup in September. In addition to Simon’s arrival, Point 3 also announces the hiring of Jaimie Canterbury as Marketing Coordinator, and the promotion of Noel Byrd to Sales and Event Manager.

Founded in 2011, Point 3’s exclusive focus on the on-court needs of the basketball player led to the development of DRYV Moisture Control®, a patented textile technology designed to absorb moisture where ballplayers need it most.