Rip-It Sports, the female-centric sports brand, headquartered in Orlando, FL, appointed former American Airlines executive Amy Craven as its first chief marketing officer. Craven was formerly the director of brand and global advertising for American Airlines.
The appointment follows Janelle Anderson’s recent naming as Rip-It Sports’ new CEO and comes ahead of the brand’s fall launch of its Future volleyball court shoe and Ringor Pro softball cleat, both designed for female athletes.
Rip-It Sports noted that according to recent data from Klarna and Sports Innovation Lab in its July 2024 Rep Her Report, women’s sports merchandise represents a $4 billion unmet opportunity.
“Athletes and fans alike are done with the ‘Pink It and Shrink It’ mentality that has dominated sports for far too long, as women are built to live and play differently than men,” said Anderson, who joined Rip-It as CEO in April 2024. “Amy is joining Rip-It at a critical time for not just our organization but the entire women’s sports ecosystem when the brands that are truly invested in this space must step up to drive awareness and support of female athletes.”
“The common vernacular right now is that women’s sports aren’t having a moment; it’s a movement,“ said Craven. “Nowhere is that more obvious than Rip-It as a sports brand being led by women, for women. This isn’t a baseball company that decided haphazardly to expand into softball. Rip-It is first and foremost built to get girls and women to join—and stay in—the game.”
Images courtesy Rip-It Sports
