Veo Strip has appointed Tom Kelley as the company’s first CEO to lead all facets of the business.

“Kelley’s business career spans more than 25 years in executive leadership roles with deep experience across marketing, advertising, product, digital media, and retail,” the company said in a media release. “He joins Veo Strip after serving as CEO at Revival House, a creative agency specializing in sports, entertainment and lifestyle, working deeply with sports and consumer brands such as Draft Kings.

Kelley worked at Nike for 15 years, leading marketing in North America for the company’s wholesale retail partners and the Jordan brand. Kelley also led Nike’s advertising at the creative agency Wieden+Kennedy. Before Nike, he led consumer marketing for digital media pioneers Photoworks and RealNetworks. Kelley also serves as the Chair of the Board for the University of Oregon’s Warsaw Sports Marketing Center.

“I am excited to lead Veo Strip and drive our vision that puts our athletes’ needs at the heart of everything we do,” said Kelley. “Sweating is essential to human physiology, but it can cause distraction or worse if it affects your vision during a run or ride. The current solutions, like headbands, are probably the only piece of performance equipment that works the same as when they were invented 100 years ago. Today, we have devoted and passionate customers who trust Veo Strips to end this common workout-related problem. We look forward to introducing and helping more athletes eliminate sweat’s distraction so they can focus on their performance more efficiently and safely.”

Company Founder Jim Shapiro developed the idea for Veo Strip to address the eye-stinging and blurring he experienced when sweating during mountain bike riding in the Lake Tahoe basin.

“Tom brings the leadership, deep experience in the sports business, and the vision needed to accelerate our growth and take our mission to the next level,” said Shapiro, who has served as the company’s top executive since he founded the company in 2012. “His passion for empowering athletes aligns perfectly with our core values. I couldn’t be more excited to collaborate with Tom to expand the use of Veo Strip and create better performance and more enjoyable experiences for athletes.”

Images courtesy Veo Strip