Last week, Swiftwick, a manufacturer of performance socks for endurance athletes, launched a rebranding while adding new hires to its team.
In addition to bringing on former Away executive Mark Chou as CEO last year, Swiftwick has hired Katie Nguyen from Chaco as head of integrated marketing and James Osborne, who spent nearly two decades working at Nike, most recently as running specialty sales manager, to build Swiftwick’s run specialty sales and community functions. Osborne is also the co-creator of the Exchange Running Collective in Nashville, TN.
The Nashville-based company said last week’s brand overhaul included launching a new website, updating its product packaging and adding a capsule collection, timed with a week-long series of events.
“This rebrand is a celebration of the active lifestyles and endurance athletes that inspire us to continue innovating and improving,” said CEO Chou. “Our new branding and mission reflects our dedication to empowering these athletes by delivering the best performance socks that inspire them to get out there and take on the next challenge.”
Swiftwick noted in a media release that it is “returning to its roots with a sharpened focus on supporting the endurance athletes it has served since its founding 16 years ago while maintaining the same commitment to American manufacturing they are known for.”
Images courtesy Swiftwick, Katie Nguyen, James Osborne
