The Athlete’s Foot (TAF) announced the promotion of Matt Lafone to global chief executive officer, effective immediately. Lafone previously served as president and general manager of the Americas.
The company reported that Lafone’s promotion “marks a key milestone in TAF’s commitment to a unified global vision while continuing to prioritize the needs of local markets worldwide.”
Lafone joined TAF in 2021. As President and GM of the Americas, he has driven “outstanding results, including a 45 percent increase in regional revenue, contributing $272.1 million to the 2024 overall performance,” said TAF in a media release.
“Under his leadership, the Americas region thrived in a challenging retail environment and helped to propel TAF’s global sales by 10 percent, reaching $554 million. His appointment as Global CEO aligns with the company’s strategy to build on this success.”
A core element of this strategy is establishing TAF’s Global Center of Excellence in Atlanta, GA, which will support DTC channels and franchise partners globally. The new center, in the same space as the recently opened flagship location on the Atlanta Beltline, will focus on enhancing brand management, global merchandising, planning, marketing, finance, and store operations. It will also be pivotal in driving eCommerce strategy and content creation and acting as a support center for international franchise partners.
TAF said it “aims to optimize procurement processes and strengthen financial management through this initiative while maintaining a cohesive and unified global strategy.”
“It’s a true privilege to take on this role and continue the journey with The Athlete’s Foot,” said Lafone. “I’m inspired every day by the passion of our teams, the strength of our brand and the trust of our partners around the world. As we look ahead, my focus is on deepening our connections, pushing innovation and bringing greater alignment to how we show up across markets. Together, we have an incredible opportunity to shape what’s next for TAF—and I’m ready to get to work.”
Param Singh, owner and chairman of Arklyz Group, the parent company of The Athlete’s Foot, also shared his enthusiasm for Lafone’s new role, emphasizing the importance of the leadership transition. “We are incredibly excited to have Matt at the helm of TAF’s global operations,” said Singh. “His deep understanding of the business, combined with his strategic vision will be instrumental in driving TAF’s continued growth and success. As we work to further solidify TAF’s position as a leader in the industry, Matt’s leadership will be key in guiding the business through the evolving global market.”
TAF has led the global athletic footwear and apparel industry in the retail space for over 50 years. With its newly defined global strategy and the establishment of the Center of Excellence, TAF “plans to continue its leadership in the industry while strengthening its connections with customers and partners worldwide.”
The Athlete’s Foot sneaker and streetwear chain has 450 stores and e-commerce shops in 20-plus countries.
Image courtesy TAF
