Rawlings, Brooks, Deckers Brands, Riddell, and SFIA were among companies and associations in the active outdoor lifestyle space that smoothly completed CEO transitions in 2024; however, the turnover for others was abrupt, headlined by two new leaders returning to Nike and at Under Armour.
Indeed, exes returning was a C-level theme in 2024. At Under Armour, Kevin Plank, who founded the brand in 1996 and stepped down as CEO in 2019, returned as head of the company in March to recharge top-line growth.
Receiving the most attention, however, was the return of Elliot Hill, who replaced John Donahoe as Nike’s CEO as an aggressive direct-to-consumer (DTC) push combined with uninspiring innovation has led to a downtrend in sales. Hill, a 32-year Nike veteran, had retired in 2020 after most recently serving as president of consumer and marketplace.
Tom Peddle, who retired in 2020 after a 30-year Nike career, also returned to the company in July as VP of marketplace partners before being promoted in October following Hill’s arrival to VP and general manager of North America.
At Adidas, John Miller became president of North America after holding sales roles for the brand in the early- to mid-2000s. Miller is the fourth head of Adidas North America since 2018.
Another changeover earning wide media coverage was Peloton’s announcement on October 31 that Peter Stern, co-founder of Apple Fitness+, who most recently led subscription services for Ford Motor, would become its next CEO, effective January 1, 2025. Stern replaced Barry McCarthy, who succeeded Founder John Foley in February 2022 but struggled to return the connected bike manufacturer to profitability.
In the footwear space, Hoka and Vans made some noise with leadership moves. Hoka, which recently eclipsed $2 billion in revenue over the trailing 12-month period for first time, hired Robin Green, Nike’s global vice president of men’s running and fitness, as president.
At Vans, Sun Choe, formerly Lululemon’s chief product officer, took over as global brand president in late July. Shackling results for parent VF Corp., Vans recently marked its ninth straight quarter of double-digit declines. The North Face, also owned by VF Corp., hired its fourth president for The North Face since 2017 amid recent softness.
Also in the footwear space, Salomon, Crocs, HeyDude, Dr. Martens, and Sorel found new leadership.
Other companies that appointed new CEOs in 2024 included Kohl’s, Macy’s and Tilly’s in the retail space; Rip Curl, Elevate Outdoor Collective, Kent Outdoors, and Rapha in the outdoors space; Rapala VMC and Colt CZ Group in the hunt & fish channel; and Planet Fitness, Equinox Fitness and Xponential Fitness among fitness clubs.
Below are the notable executive leadership changes for the first half of 2024 (January through June), which SGB Media reported on in 2024. Look for SGB Media’s release of Part Two of the 2024 Year in Review: Executive Shuffle tomorrow, December 27.
Click on the headlines to read the articles.
January 2024
- Egym Gets Leadership Lift with Addition of Two Former Fitness CEOs
The company named Chris Clawson, the former CEO of Life Fitness, as general manager of Gymtech and Rob Barker, former CEO of Precor, as a strategic advisor to Egym CEO Philipp Roesch-Schlanderer. - Designer Brands, Inc. Appoints Deckers Vet as Brand President and EVP
Andrea O’Donnell was appointed brands president and executive vice president of Designer Brands, effective January 29. Previously, she led the expansion of Ugg and Koolaburra brands at Deckers Brands as president of fashion lifestyle. - Former Athleta CEO to Lead Beyond Yoga as Co-Founder Exits CEO Role
Nancy Green, former CEO and president of Athleta, will join the athletic and lifestyle apparel brand owned by Levi Strauss & Co. as CEO on February 1. Co-founder Michelle Wahler will step down as CEO, and COO/CFO Jesse Adams will also depart. - Tilly’s, Inc.’s CEO Departs; Board Chair to Lead Retailer on Interim Basis
Ed Thomas retired as president, CEO and director of the company. Company Co-founder and former President and CEO Hezy Shaked was appointed as the company’s interim president and CEO until a successor is found. - Mustang Survival and Parent Company Adds Veteran Outdoor Senior Leadership
The company appointed outdoor industry veteran Kenny Ballard as president, and Lance Richardson, an industry veteran in domestic manufacturing and efficiency, as VP of manufacturing and innovation for the Wing Group, Mustang Survival’s parent company. - Equip Outdoor Technologies Appoints New CEO
The former President of the Berghaus brand and Founder and Director of Outdoor Gear for Good succeeds Matt Gowar. - Snipes Names New CEO as Co-Founder Transitions Out
Dennis Schröder, GM of Snipes Europe business since April 2023, will succeed Voth and assume responsibility for Snipes Europe. Voth will remain an advisor, with an expected departure of January 1, 2026. - Under Armour Appoints New Americas President and Chief Product Officer
Yassine Saidi as chief product officer and Kara Trent as president of the Americas. - Urban Outfitters Brand Gets New Leadership for North America
Shea Jensen becomes president of Urban Outfitters Brand, North America, overseeing merchandising, marketing, digital, and retail operations. - Solo Brands Names Chris Metz as CEO; Company Cuts Full-Year Guidance
Metz was, most recently, CEO of Vista Outdoor. He succeeds John Merris, who will mutually separate from the company, effective on the same date. - United Sports Brands Names CEO
Phil Gyori was appointed CEO. Most recently, he was the CEO of Pelican Products. His hire follows the company’s recent acquisition by Norwest Equity Partners. - Adidas Appoints New President for North America
John Miller, most recently SVP of the wholesale business at Puma North America, is joining the brand where he worked in the early- to mid-2000s as president of North America, effective immediately. - Fila Holdings Promotes Todd Klein to Global Brand President
Klein takes on the newly created role of global brand president. In addition to his existing responsibilities, Klein will assume responsibility for overall operations of the Fila brand, including global product and marketing strategies.
February 2024
- Game One Appoints Chief Executive Officer
The team sports retailer promoted company president Pat Weber to CEO, effective February 16, 2024. He will also maintain his role as company president. - Winchester Parent Appoints New President and CEO as Sutton Exits Role
The parent company of Winchester Ammunition appointed Kenneth Lane as president, CEO and director of Olin Corp., effective March 18. Current president and CEO Scott Sutton will step down on the same day. - Yeti Hires Layne Rigney to Oversee Softgoods and Mystery Ranch
An industry veteran, most recently, Rigney was a board member at Sea to Summit and Marucci Sports but shifted his focus to the Yeti role in January 2023. - Honey Stinger Appoints Another New CEO
Most recently, John D’Alessandro was chief marketing officer for Nutraceutical Corporation, credited with orchestrating the development of over 35 brands. - Eoin Comerford Departs Moosejaw CEO Post with Integration into Public Lands
Comerford made the announcement on LinkedIn last week, which aligns with the previously announced timeline for consolidating the Moosejaw business into Dick’s SG’s Public Lands retail business based in Pittsburgh, PA. - Deckers Brands Taps into Nike Running Leadership for New Hoka President
Robin Green brings an “extensive track record of leading and operating complex global businesses while delivering transformative results and brand growth, most recently as global VP of men’s running and fitness for Nike, Inc.” - Famous Footwear Appoints SVP and GMM for Adult Athletic, Kids and Canada
Andrew Leckie has held various leadership roles in North America with Dick’s Sporting Goods and Foot Locker. Leckie’s most recent role was vice president and general merchandise manager of Champs Sports. - Puma Appoints Julie Legrand to Lead Global Brand Strategy
Legrand brings 20 years of experience in marketing and brand management to the role. Most recently, as H&M’s global brand director. - Whyte Bikes Appoints Cannondale Vet as New CEO
Nikki Hawyes was appointed CEO, replacing Ed Culley, who is departing for a new role. Concurrently, Jonathan Neale, former COO of McLaren Group and CEO of McLaren Racing, was appointed chairman of the Board of Directors, replacing David Hill. - Spanx Appoints New CEO and Executive Chair
The company’s Board of Directors appointed Caroline (Cricket) Whitton as CEO and Jeanne Jackson as executive chair. - Tony Spring Taking Helm as CEO and Chair-Elect of Macy’s, Inc.
Jeff Gennette will continue as chair of Macy’s Board of Directors until its 2024 Annual Meeting when Spring will take the helm as chair during the meeting. - Decker Brands Names New CEO Designate as Powers Plans Retirement
Dave Powers will retire as president and CEO, effective August 1, 2024. Stefano Caroti, the company’s chief commercial officer, will be appointed president and CEO, effective upon Powers’ retirement. - Crocs Brand Gets New President as Michelle Poole Sets Retirement Plan
EVP & CFO Anne Mehlman will be promoted to EVP and president of the Crocs Brand. Until her replacement is named, Mehlman will continue as CFO of the company.
March 2024
- Klean Kanteen Welcomes New CEO
Gordon Smith most recently served as the company’s CFO and head of Finance. - Under Armour Shakes Up C-Suite as Plank Assumes CEO Role, Gives Up Board Chair
Under Armour, Inc. Founder Kevin Plank will become president and CEO, effective April 1, 2024. Plank will succeed Stephanie Linnartz, who is stepping down as president and CEO and member of UA’s Board of Directors. - Fleet Feet Strengthens Leadership Team; Expands Roles to Fuel Growth
With a network of almost 200 franchise stores, Fleet Feet continues its commitment to nurturing and supporting the success and health of its franchisees. - Allbirds Appoints Joe Vernachio as CEO as Co-Founder Steps Down
Vernachio takes the helm as CEO and a member of the Board of Directors, effective March 15. He succeeds Joey Zwillinger, co-founder and CEO, who will continue as a member of the Board of Directors and as a special advisor. - Nike Names Minimalist Designer Tim Hamilton as Global VP of Design
Hamilton brings over 26 years of design experience, including working on large-scale collaborations. Reportedly, he “built a reputation in the industry for “technical craftsmanship and modern minimalism while reflecting subtle shifts in youth culture.“ - Black Diamond Equipment Appoints Creative Director
Kasey Jarvis returns to BD as the brand’s creative director. Most recently, Jarvis was the chief design and development officer at Under Armour. - Brooks Appoints Dan Sheridan Next CEO as Jim Weber Plans Departure
Jim Weber will step down as CEO of Brooks Running Company this spring after 23 years in the role. Dan Sheridan, company president and chief operating officer will succeed Weber as CEO, effective April 26, 2024. - Primus-Silva Appoints New CEO
Jonas Sjögren is the company’s new CEO, effective April 8. He takes the helm from Richard Jägrud, who leaves the company on April 30 to pursue new career challenges.
April 2024
- Planet Fitness Appoints New CEO
Colleen Keating will be appointed CEO, effective June 10, 2024. At that time, Craig Benson will resign as interim CEO but will continue to serve as a member of the company’s Board of Directors. - Gymshark Names Adidas Exec as First Wholesale and Retail Boss
Hannah Mercer joins the activewear brand after working at Adidas for six years as global vice president. - Elevate Textiles Names CEO and Board Director
A global textile solutions company, announced that Jeffrey P. Pritchett will join the company as CEO and Member of the Board of Directors on April 23. - Cotopaxi Names New CFO/COO as Roles Shift in Top Company Leadership
Lindsay Shumlas, formerly with Manhattan Beachwear and Vici, joins the company in a new combined CFO and COO role, a first for the company. Co-founder Stephan Jacob moves into the new role as chief technology and business development officer. - Brixton Taps Former Levi’s, Hurley and Quiksilver Exec as New CEO
Seth Ellison, a 40-plus-year industry veteran of the lifestyle apparel and action sports categories, takes the helm as CEO of the omni-channel lifestyle brand headquartered in Oceanside, CA. - Dr. Martens Names New CEO as Wilson Enters Final Year in the Role
As part of an orderly succession plan and following a thorough search process, the Board promoted its chief brand officer, Ije Nwokorie, to succeed Kenny Wilson as CEO. - Terence Reilly Rejoining Crocs, Inc. as New President of HeyDude Brand
Reilly will join the Crocs, Inc. executive leadership team on April 29, reporting to company CEO Andrew Rees. He succeeds Rick Blackshaw who is leaving the company effective immediately. - SDS Imports Hires Christopher DiCenso as CEO
DeCenso’s career includes being a managing partner at Growth Strategy Partners, where he specialized in accelerating revenue, profit and organizational growth for firearm and related companies. - Salomon’s President & CEO Departs
Franco Fogliato, president and CEO of Salomon, is leaving the company for personal reasons. James Zheng, CEO of Amer Sports, will reportedly lead Salomon and the Outdoor Performance division on an interim basis. - Kent International Promotes Scott Kamler to CEO
Kamler was promoted to president and CEO on March 12, 2024, from his past role as company president. - Selkirk Sport Adds New Leadership Amid Pickleball Surge
New leaders include Jason Dunlap as CFO, Doug Thielen as chief marketing officer, Anthony Saraceni as creative director, and Ali Carlile as head of soft goods.
May 2024
- VF Corp. Appoints Sun Choe as Vans Global Brand President
Michelle (Sun) Choe has nearly three decades of experience leading design and merchandising for global brands, including Lululemon, Marc Jacobs, West Elm, Madewell, Urban Outfitters, Levi’s, and the Gap. She joins VF from Lululemon, where she has been the chief product officer for the past seven years. - Gildan Activewear Re-Appoints Chamandy as President and CEO
Gildan’s Board of Directors re-appointed Glenn J. Chamandy as president and CEO and Michael Kneeland as non-executive Chair of the Board, each effective immediately. - Brand Velocity Group Appoints Joe Flannery as CEO of Score Sports
Most recently, Flannery was the EVP at Topgolf Callaway Brands, responsible for the company’s global apparel and softgoods businesses. He has also held executive roles at Adidas, Nike/Nike Bauer Hockey, The North Face, and Newell Brands. - Delta Apparel Chairman and CEO Resigns at Request of Independent Directors
The parent of the Salt Life, Soffe and Delta brands confirmed that company Chairman and CEO Robert W. Humphreys resigned from all positions with the company, effective June 29. The company appointed a chief restructuring officer to advise the Board on succession planning. - VF Corp. Appoints Paul Vogel as Chief Financial Officer
As previously announced, Vogel succeeds Matt Puckett, who will be stepping down, effective July 8, 2024. - WFSGI Makes Emma Zwiebler’s CEO Appointment Permanent
Zwiebler joined the WFSGI six years ago when she was previously the VP for Strategic and External Affairs. Zwiebler is a Trustee of the charity Switch the Play Foundation. She was appointed as interim CEO on November 1, 2023. - Snipes Appoints Martin Badour as President of Snipes USA
Badour succeeds Jim Bojko, who has left the company. In his new, Badour will be responsible for managing the company in the U.S. - Mission Appoints CEO and CFO
Jocelyn Thornton, who formerly led Dearfoams, was hired as CEO, and Deborah Klemm as its new chief financial officer. - Peloton CEO Steps Down; Company Cutting About 400 Jobs
Barry McCarthy is stepping down as CEO, president and Board director. Peloton is also cutting about 400 jobs and reducing retail showrooms to reduce annual run-rate expenses by over $200 million by the end of its 2025 fiscal year. - Columbia Sportswear Appoints VP Brand for Sorel
Michael Minter joined the company on April 29 with nearly 20 years of experience working in creative and marketing leadership roles for Sanuk, Billabong, Keen, DC, and Reef. - Pentland Brands Names New President of Americas as Matt Rock Steps Down
Joe Spies, formerly the senior vice president of sales for Pentland Brands North America, brings over 17 years of experience from his tenure at Converse, including his last role as vice president of its wholesale business for North America.
June 2024
- Kent Outdoors Appoints New CEO
Randy Hales, the company’s new CEO, most recently was the CEO of Next Level Apparel. Hales replaces Ken Meidell. - Puma Appoints New VP Direct-To-Consumer
Erik Janshento leads Puma’s DTC business, which includes owned and operated stores, puma.com, and several online marketplaces. He replaced Karthik Balagopalan, appointed managing director of Puma India in 2023, who has led Puma’s DTC business on an interim basis since then. - Garmin Appoints Co-COOs
Patrick Desbois and Brad Trenkle were promoted to the newly created role as co-chief operating officers, effective July 1, 2024. Desbois had been Garmin’s EVP of operations, while Trenkle led the company’s outdoor segment. - Sierra Bullets and Barnes Bullets Appoint New CEO
Jim Bruno, the new CEO, was president at Vista Outdoors’ Bushnell unit, whose brand portfolio includes Bushnell, Simmons, Primos, Hoppes, Champion, Gold Tip, and BeeStinger. - FootBalance Appoints New CEO
Most recently, Atul Midha was the global retail director at Eton Shirts. He also held senior leadership roles at Giorgio Armani and other fashion retail and tech startups. - Athleta Hires Former Nike Exec to Lead Design Tania Flynn, formerly the VP of apparel design at Nike, was hired as Athleta’s head of design.
- Blain’s Farm & Fleet Names New CEO, Exec Chair and Chief Stores Officer
Mark Hasting was promoted to president and CEO, and Kim Treece to chief stores officer. Jane Blain Gilbertson will assume the executive chair of the company’s Board and remain the sole owner of the company. - Xponential Fitness Appoints Former Adidas NA President as CEO
Mark King, the former president of Adidas North America, was hired as the company’s new CEO. He will also join Xponential Fitness’s Board of Directors. - Momentec Brands Names Chairman, CFO and SVP of Product Development
David Baxter was appointed chairman, Mike Moore as chief financial officer and Joel Bennink as SVP of product development. - Camping World Sets Succession Plan for Company President and CFO
Company President Brent Moody and CFO Karin Bell will resign effective July 1. On that date, Principal Operating Officer Matthew Wagner will be appointed president, and Principal Accounting Officer Tom Kirn will be appointed CFO. - VF Names Caroline Brown as The North Face Global Brand President; Re-Works Board
As a result of her appointment, Brown resigned from VF Corp.’s Board of Directors. She served as an independent director on the Board from February 2024 to May 2024.
