Archives: Press Releases

PARK CITY, Utah – May 7^th, 2025 – Rossignol Group, a world leader in Mountain Sports Equipment, announces the arrival of outdoor industry veteran Adam Ketcheson as Chief Commercial Officer to accelerate its international omni channel deployment and contribute to its multi season, multi-sport strategy. In this pivotal role, Ketcheson will be responsible for driving the company’s global commercial strategy across both Business-to-Business (B2B) and Direct-to-Consumer (DTC) channels.

Adam brings over 20 years of extensive experience in the sporting goods industry, with a proven track record of success in leading large teams for global brands. His deep understanding of the market, coupled with his passion for outdoor sports, makes him an invaluable addition to the Rossignol leadership team.

Adam’s career began at Salomon Canada, and he later joined The North Face where he held a global brand role. He subsequently served as VP of Brand Marketing and DTC at Arc’teryx. Most recently, Ketcheson held the position of Chief Commercial Officer at MEC in Canada.

“I’m excited to join the Rossignol Group and have the opportunity to work with a rich portfolio of brands, each with a unique heritage and a strong commitment to innovation and performance,” said Adam Ketcheson. “Having worked across both wholesale and direct-to-consumer businesses throughout my career, I look forward to leading the talented brand teams around the world to unlock new growth opportunities in the dynamic mountain sports and lifestyle market, while ensuring a cohesive strategy across our B2B and DTC touchpoints.”

“We are thrilled to welcome Adam to Rossignol,” said Vincent Wauters CEO. “His strategic vision and deep understanding of our industry will be instrumental in accelerating our growth. Adam’s leadership will be key in driving our omni-channel strategy, encompassing both our valued B2B partners and our growing DTC operations, and enhancing our customer experience worldwide.

“ I also want to express my most sincere gratitude to François Goulet for his outstanding contribution over the last 30 years. Francois will retire at the end of the summer from his role as Rossignol Group President for North America and China and VP Global Sales. His commitment to lead international sales deployment enabled the group to grow into a global mountain sports leader. His determination, dedication to our brands and expertise will be a source of inspiration going forward!”

Ketcheson will be based at Rossignol’s global headquarters in France, and his appointment is effective June 2^nd 2025.

 

FERNDALE, Wash. (May 7, 2025) — Superfeet, the global leader in performance insoles, proudly unveils the next evolution of its brand, marking a new era in the company’s journey to empower all who move. With a renewed emphasis on serving real world athletes, biomechanical innovation, and intentional design, Superfeet is building on its nearly 50-year foundation to step confidently into the future, where innovation meets inspiration and performance is amplified.

“This brand refresh is about much more than a new look — it marks a new chapter in how we serve today’s athletes,” says Trip Randall, CEO of Superfeet. “Superfeet has always been trusted by those who push limits. Now we’re doubling down on innovation and performance to power every kind of athlete, wherever their pursuits take them.”

This next chapter introduces a new logo, refreshed visual identity, and an updated marketing approach that celebrates athletes who pursue progress across every arena, from courts and trails to job sites and city streets. At its core is athlete-first messaging, unified under the guiding narrative ‘Powered by Superfeet,’ a platform designed for collaboration and built to elevate real athlete stories.

To bring this new vision to life, Superfeet is thrilled to be working with Olympic Gold Medalist track athlete, entrepreneur, mother, and TV broadcaster Sanya Richards-Ross to be a Superfeet athlete and partner in this brand evolution.

Richards-Ross’ journey, from world champion sprinter to business leader and mother, embodies the spirit Superfeet champions, celebrating performance at every stage. Together, Superfeet and Richards- Ross are redefining performance in this new brand transformation.

“Performance isn’t just about crossing the finish line first,” says Richards-Ross. “It’s about showing up every day with strength, confidence, and heart. I’m proud to partner with Superfeet. They are a brand that supports the athlete in us all. From the track to running a business to chasing my kids around, Superfeet keeps me moving, powering my every step.”

Superfeet is doubling down on its heritage of innovation to serve the broad spectrum of athletes, with products, services and experiences, specifically tailored to meet their unique demands. From runners and team sport athletes competing at the highest level to workers spending long hours on their feet to those navigating the city — all of them demand performance.

To support its brand evolution, Superfeet will launch new sport- and work-specific insoles later this year, engineered for athletes who demand everything from their gear, and from themselves:

• Run Pacer Elite, Available Fall 2025

The pinnacle offering in Superfeet’s line of trim-to-fit running insoles, featuring a revolutionary Carbitex® plate paired with high-rebound SuperRev™ foam to power dynamic propulsion and long-lasting comfort. Built for 20% more energy return with every stride so runners can go further, faster, and feel better doing it.

• Sport Ultralight, Available Fall 2025

A light yet powerful foundation built with high-performance SuperRev™ foam and EVOLyte® carbon fiber-infused arch support. Engineered to be 25% lighter so every step feels faster, smoother and effortless.

• Puncture Resistant Support, Available Late 2025

A flexible, puncture-resistant plate shields against sharp hazards, without bulk or restriction. Paired with SuperRev™ foam cushioning for rugged protection to meet the demands of workers in harsh conditions.

• ESD Cushion, Available Late 2025

Ultimate comfort with clinically proven support for ESD footwear. Each layer, from the top cover to the forefoot pad, is made with electrostatic dissipative materials for ultimate protection.

Paired with the brand refresh, these new product launches will serve athletes committed to being better than the day before, whether competing in a sport, powering through back-to-back shifts, or navigating city streets.

For more information and media inquiries, please contact Andrea Green at andrea.green@rygr.us. ###

ABOUT SUPERFEET WORLDWIDE, LLC

Founded more than four decades ago, Superfeet Worldwide emerged from the sports medicine division of Northwest Podiatric Labs and has become a global leader in high-performance insoles. Known for its groundbreaking designs that support athletes in the most demanding conditions, Superfeet continues to advance insole technology to enhance athletic performance. The company donates 1% of sales and countless volunteer hours to initiatives that improve access to movement and sport for future generations. For more information, visit superfeet.com.

For media inquiries:

Andrea Green

Senior PR Account Manager andrea.green@rygr.us

DENVER, Colo. – May 7, 2025 – The Outside Summit is pleased to release the addition of nine renowned speakers to its program. The second annual event will bring together seasoned outdoor industry veterans, innovative entrepreneurs, key policymakers, and emerging talent to share insights, network, and craft a long-lasting vision for the future of outdoor recreation in Denver, May 29-30.

Newly added speakers include:

• Mary Beth Laughton (President and CEO of REI Co-Op)
• Dan Sheridan (CEO of Brooks)
• Donna Carpenter (Owner of Burton and Chair of the Board)
• Eric Min (Co-Founder and CEO of Zwift)
• Patrik Frisk (CEO of Reju)
• James Edward Mills (Journalist, Photographer, and Filmmaker)
• Jacob Ward (Technology Journalist)
• Ali Carr (Founder and CEO of Basecamp Outdoor)
• Kenji Haroutunian (Organizational Consultant and Event Strategist)
• Ryan Decker (Vice President of Strategy & Brand, Scout Motors)
• Des Linden (Professional Runner, Podcaster, Author)
• Kevin Sintumuang (Editorial Director, Outside Magazine)
• Jason Curry (Director, Utah Division of Outdoor Recreation)
• Maribel Castañeda (Manager of the Confluence of States)
• Karina Armijo (Director, New Mexico Outdoor Recreation Division)
• Nathan Reigner (Pennsylvania Director of Outdoor Recreation)
• Jon Dorn (Journalist, Outside Festival Co-Founder)

The new speakers join an impressive lineup that includes Reed Hastings (Co-Founder of Netflix and CEO of Powder Mountain), Caroline Brown (Global Brand President, The North Face), Albert Lin (National Geographic Explorer and TV Host), Alyssa Ravasio (Founder, Hipcamp), Carrie Besnette Hauser (President and CEO, Trust for Public Land), Kent Ebersole (President, Outdoor Industry Association), Luis Benitez (VP Global Government Affairs, Lululemon), Mike de la Rocha (Co-Founder, Revolve Impact), Nicole McLaughlin (Multidisciplinary Designer), Sen. John Hickenlooper, Joey Montoya (Founder, Urban Native Era), Dhani Jones (Former NFL Linebacker, TV Host & Entrepreneur), Lauren Bash (Climate Creator and Storyteller), Jessica Wahl Turner (President, Outdoor Recreation Roundtable), Conor Hall (Director, Colorado Office of Outdoor Recreation Industry), Wynter Mitchell-Rohrbaugh (Digital Brand Strategy Consultant, Two Six Eighty Productions) and Alex Zhang (Chief Creative Officer, Powder Mountain).

The Outside Summit begins at the Denver Public Library on Thursday, May 29, with badge registration (9 a.m. local time to 11 a.m., approximate) and Outside Ignite, where startups from seed stages to series A will present their business pitches for the chance to win a grand prize worth $100,000 in combined cash and advertising value. Following Outside Ignite, badgeholders and the public are encouraged to attend the free outdoor industry career event at McNichols Civic Center from 4 to 6 p.m., hosted in partnership with Basecamp Outdoor.

Summit sessions continue on Friday, May 30, at 7:30 a.m. with registration and breakfast, followed by a full day of presentations, panels, and interactive workshops. Confirmed programming is as follows:

• “Building a More Resilient Outdoor Industry: A Conversation with Mary Beth Laughton”
• “Breaking The Mold: Inside the Powder Mountain Experiment” with Reed Hastings and Alex Zhang, moderated by Dhani Jones
• “The Outdoor Workforce: Company Culture, Recruitment, and the Future of Our Industry” with Donna Carpenter, Kenji Haroutunian, and James Edward Mills, moderated by Ali Carr
• “The Startup Playbook: Innovative Brands Fueling Growth in Outdoor Markets” with Alyssa Ravasio, Eric Min, and Ryan Decker, moderated by Jacob Ward
• “Pop Culture, Policy, & Partnerships: Deal Making that Moves the Masses” with Mike de la Rocha, Paolo Mottola, Wynter Mitchell-Rohrbaugh, and Joey Montoya, moderated by Luis Benitez
• “Workshop: Mobilizing the Online Generation” with Viral Climate Creator and Storyteller Lauren Bash
• “Workshop: Building Your Relevance Engine: Digital Strategies to be on Trend with the Pop Culture Zeitgeist” led by Wynter Mitchell-Rohrbaugh

A complete agenda with times and locations will be announced before the event. For more information on panels and schedule updates, visit this page.

Registered Summit badges that include festival wristbands grant ticketholders access to both days of the Outside Festival, including Films and Ideas sessions (programming and times still to be announced), pre-festival activities and gatherings, plus entry to an Outside Summit lounge on the festival grounds. Two-day Summit tickets are now available for Thursday and Friday sessions only. To purchase tickets or for more information, visit theoutsidesummit.com.

Sponsors for the 2025 Outside Summit include REI Co-op, VF Corporation, The State of Colorado, Colorado Outdoor Recreation Industry Office, Outdoor Industry Association, Trust for Public Land, Reju, High Street Strategies, Shar Snacks, Events.com, Visit Denver, Outdoor Recreation Roundtable, Outside for Business, Denver Art Museum, and Denver Public Library.

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Media Contact:

Rachel Weiss rachel.weiss@backbone.media

Photo and Video Assets (Credit Outside)

Working Media Application

About the Outside Festival and Summit

The second annual Outside Festival and Summit will take place in downtown Denver from May 29 – June 1, 2025. The Outside Festival, presented by Capital One and REI, May 31 – June 1, is a celebration of everything outdoors, featuring music, films, speakers, gear, and more. The event is driven by a partnership between Outside Interactive, Inc., The State of Colorado’s Outdoor Recreation Office, and Visit Denver—all with a shared vision to make the outdoors more accessible and more inclusive. The Outside Summit, May 29 – June 1, 2025, is the outdoor industry’s premier networking conference. For more information, including tickets, please visit theoutsidefestival.com.

About Outside Interactive, Inc.

Outside Interactive, Inc.– a media and news winner of Fast Company’s Most Innovative Companies 2025– is the premier destination for outdoor inspiration, activation, and celebration. Each year, Outside reaches more than 300 million unique users and has more than 100 million registered users across its network of 25 media, service, and utility brands, including Outside, MapMyFitness, Velo, Yoga Journal, Pinkbike, Gaia GPS, Trailforks, athleteReg, and more. Outside’s mission is to get everyone outside, experiencing healthy, connected, and fulfilling lives by creating an experience for both longtime adventurers and those just getting started. Outside’s subscription offering, Outside+, bundles best-in-class storytelling, videos, gear reviews, mapping apps, online courses, discounted event access, and more. Learn more at outsideonline.com/outsideplus

BORÅS, Sweden – May 7, 2025 – Craft Sportswear, the Swedish brand renowned for its commitment to innovation and excellence in endurance sports apparel and footwear, is proud to announce the global launch of its new brand campaign film, “Run. Like We’re Meant To.”

Craft reminds us that we’re all meant to run by transforming ultra runner Tim Tollefson into a caveman. What happens when we go with our instincts? That’s the theme in Craft Sportswear’s new brand film, visualizing something we’ve carried with us since ancient times. Because even though today we run with watches, gels, and advanced gear, the drive behind each step is the same as it was thousands of years ago. It’s one of humanity’s oldest instincts.

In the film, developed by the creative agency Forsman & Bodenfors, we follow Tim Tollefson, professional ultra runner and former member of the U.S. National Team, in the role of a modern caveman. We follow him on an epic run, from the wilderness to the city. A humorous way to portray the feeling of freedom you get when you run.

“There’s something deeply human about running. It’s more than a sport – it’s a way to feel alive. Stepping into this role was both physically demanding and mentally close to my own experience of running,” says Tim Tollefson.

The film also reflects Craft’s belief that running should feel free and instinctive – across any surface. As pioneers in the “road-to-trail” category, Craft continues to inspire runners to move beyond limits, whether it’s on roads, trails, or anything in between.

Directed by Filip Nilsson, and the caveman transformation was created by special effects artist Arturo Balseiro, known for films like Pan’s Labyrinth and Hellboy. The result is a film that isn’t about performance or specific products, but rather conveys the feeling of freedom in running.

“We wanted to make a film about why we run in the first place. We know there’s something more to it. Something that’s felt rather than explained. And that’s exactly the feeling we wanted to capture,” says Niklas Moberg, Head of Brand at Craft Sportswear.

ABOUT CRAFT SPORTSWEAR

Craft is born from sweat and hard work, from snow and rain, from defeats and victories, and from the euphoria that comes when limits are pushed. For over four decades, we have delivered optimal performance through functional sportswear. Almost as long, we have been a trusted part of the professional sports world. Our deep knowledge of how to design training and competition apparel for maximum functionality stems from decades of close and rewarding collaboration with elite athletes across the globe. Craft Sportswear is part of New Wave Group.For more information, visit craftsports.us.

 

PARK CITY, Utah – May 7^th, 2025 – Rossignol Group, a world leader in Mountain Sports Equipment, announces the arrival of outdoor industry veteran Adam Ketcheson as Chief Commercial Officer to accelerate its international omni channel deployment and contribute to its multi season, multi-sport strategy. In this pivotal role, Ketcheson will be responsible for driving the company’s global commercial strategy across both Business-to-Business (B2B) and Direct-to-Consumer (DTC) channels.

Adam brings over 20 years of extensive experience in the sporting goods industry, with a proven track record of success in leading large teams for global brands. His deep understanding of the market, coupled with his passion for outdoor sports, makes him an invaluable addition to the Rossignol leadership team.

Adam’s career began at Salomon Canada, and he later joined The North Face where he held a global brand role. He subsequently served as VP of Brand Marketing and DTC at Arc’teryx. Most recently, Ketcheson held the position of Chief Commercial Officer at MEC in Canada.

“I’m excited to join the Rossignol Group and have the opportunity to work with a rich portfolio of brands, each with a unique heritage and a strong commitment to innovation and performance,” said Adam Ketcheson. “Having worked across both wholesale and direct-to-consumer businesses throughout my career, I look forward to leading the talented brand teams around the world to unlock new growth opportunities in the dynamic mountain sports and lifestyle market, while ensuring a cohesive strategy across our B2B and DTC touchpoints.”

“We are thrilled to welcome Adam to Rossignol,” said Vincent Wauters CEO. “His strategic vision and deep understanding of our industry will be instrumental in accelerating our growth. Adam’s leadership will be key in driving our omni-channel strategy, encompassing both our valued B2B partners and our growing DTC operations, and enhancing our customer experience worldwide.

“ I also want to express my most sincere gratitude to François Goulet for his outstanding contribution over the last 30 years. Francois will retire at the end of the summer from his role as Rossignol Group President for North America and China and VP Global Sales. His commitment to lead international sales deployment enabled the group to grow into a global mountain sports leader. His determination, dedication to our brands and expertise will be a source of inspiration going forward!”

Ketcheson will be based at Rossignol’s global headquarters in France, and his appointment is effective June 2^nd 2025.

 

Following the success of their first collaboration in 2024, sustainability-focused outdoor brand Finisterre and Gregory, the US label known for the supreme carrying comfort of its backpacks, have reunited for a new collection built for life in constant motion.

The 2025 drop introduces a three-piece summer bag range – duffel, waist pack and sling pack — a versatile, detail-rich capsule made for the journeys taken every day, and the wild ones we dream about.

The trio of packs, which launch May 6, are designed to move with you — through airports, across beaches, down trails and city streets. Each piece is crafted with precision and honors Gregory’s decades of ergonomic expertise, and a sustainability-first mindset that stays true to Finisterre’s ocean roots.

Made using low-impact materials and built to endure, this is gear that treads lighter so future generations can continue to explore the wild places we love.

The collection includes:

The Duffle – $200: A go-to for surf trips, road adventures, and escapes to the edges of the map. Spacious and built to last, it’s designed with surf in mind — rugged on the outside and intelligently organised on the inside. The Duffle lives by the door, always ready to go.

The Waist Pack – $50: For days that unfold without a plan. Small but mighty, this 24/7 grab-and-go keeps your essentials close, whether you’re on a dawn surf check, an afternoon hike, or heading from the train straight into a meeting.

The Sling – $70: Minimal, intuitive, endlessly functional. Perfect for those fast and on-the-fly missions

— bike rides, market runs, trails to somewhere new. Worn across the body or over the shoulder, it keeps pace with life’s fast lane.

Driving this collaboration is Gregory’s belief that a great pack should be worn and not carried – an ethos that leads all Gregory products to feel like an extension of the human body. Combined with Finisterre’s design perspective and coastal way of thinking, the result is a premium bag range that serves a purpose and feels good to carry.

The GREGORY + FINISTERRE collection launches on May 6, 2025.

Prices range from $50 to $200 and will be available exclusively at finisterre.com and in select stores. Finisterre + Gregory Product and Lifestyle imagery are available HERE.

Finisterre + Gregory media kit is HERE.

ABOUT FINISTERRE

Born from the needs of hardy British surfers, Finisterre makes enduring outdoor wear for an inspired life in and around the sea. It started in 2003 with an innovative fleece that was designed to keep out chill winds and warm up cold bodies. Since these early days, driven by those who have jumped onboard, the brand and product has widened beyond these original beginnings. Yet from their cliff top workshop in Cornwall, they stay true to their original design ethos of functionality and sustainability brought to life in an understated style and identity.

Website: finisterre.com

ABOUT GREGORY MOUNTAIN PRODUCTS

For nearly 50 years, Gregory Mountain Products has been a global leader in expedition, backpacking, daypacks, lifestyle, travel, and camping gear. World renowned for fit, durability, performance, and accessibility, Gregory has won countless awards and recognition from media outlets such as Outside Magazine, National Geographic, Popular Science, Men’s Journal, New York Times, and many others.

Gregory is a product driven company that continues to lead the way in innovative, and experience-enhancing outdoor gear that helps more people experience the benefits of the great outdoors in style and comfort.

Website: gregorypacks.com

 

PHOENIX (May 6, 2025) – Lectric eBikes today launched the next evolution of America’s most popular ebike, the XP^TM 3.0, with the eagerly-anticipated XP4. The all new XP4 builds on the versatile, high-performing, and award-winning design of the XP model, a pillar in the ebike industry beloved by more than 400,000 riders across the U.S. The XP4 is now available for pre-order at the same starting price as the XP 3.0, including a standard 500-watt motor and a new 750-watt motor model, the XP4 750.

“Because this model is so important to us and our riding community, we were determined to hold the line on price,” said Lectric eBikes co-founder and CEO Levi Conlow. “While other ebike companies continue to raise prices and launch new products at higher price points, we know riders are going to appreciate Lectric going against the grain and making huge improvements for the same entry price we set more than four years ago.”

Built for both fun and function, the eagerly anticipated XP4 carries on the tradition of the ultimate utility unit, made with an abundance of upgrades to the undisputed industry standard for foldable electric bikes. The XP4 takes its predecessor’s critically-acclaimed concept and incorporates vast improvements, including a new in-house designed torque sensor that helps manage power output based on the rider’s pedaling effort to provide more control and an overall better riding experience. Also new to the XP4 is a fully redesigned frame, new colors, full color TFT display, new hydraulic brakes, and an 8-speed Shimano Altus drivetrain. This modular marvel is also compatible with an expansive range of accessories to carry gear, groceries, tools, coolers, food containers, furry friends, children, and even adults, with a redesigned rear LevelUp Rack and additional points and tie-downs for toting, towing, and transporting.

The XP4 comes with a 500-watt motor and a 10.4 Ah battery, starting at the same price as the XP 3.0 for $999.00. The XP4 750 comes with a 750-watt motor and a 17.5 Ah battery for $1,299, something that’s never been accomplished before at this price point. Also, riders of the XP 3.0, which only came in two color options, have continually asked for more choices. The XP4 now comes in four colors, including Stratus White, Tempest Gray, Raindrop Blue, and Pine Green. High step versions of the XP4 are available in Tempest Gray and a step-thru version in Stratus White. For the XP4 750, high step models are available in Tempest Gray and Pine Green, and step-thru models are available in Tempest Gray, Stratus White, and Raindrop Blue.

The XP4 also gives riders an improved riding position with a zero-degree stem, enhanced safety with brake lights and turn signals, easier control with a left side thumb throttle opposite to the right side shifter, better steering control with lock-on grips, easier installation of new quick-release pedals with splined inserts, quieter and more agile control with 20-inch mixed terrain tires, and easier access with a repositioned, non-drive side key placement. As with all Lectric eBikes, the XP4 is compliant to UL 2849. The XP4 batteries are also compatible with a 5-amp fast charger option that decreases charge times by 60 percent and can provide a full charge of the 10.4 Ah battery in just two hours. The XP4 is also certified to the international safety standard ISO 4210.

The XP4 and XP4 750 are available for pre-sale now at LectriceBikes.com. Select models will begin shipping in June.

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About Lectric eBikes

Lectric eBikes is one of the fastest growing electric bike companies in the nation, selling more than 500,000 ebikes in just five years. The company is known for its dedication to producing quality products at affordable prices. Its flagship XP^TM models are exceptionally designed so that everyone can ride, delivering all the high-quality features of an elite ebike, and offered at an industry-shattering low price. More information is available at lectricebikes.com.

Contact

Tim DeClaire, Director of Communications

Lectric eBikes

tdeclaire@lectricebikes.com

480-828-4862

 

Bend, OR – May 6, 2025 – BRANWYN,  the performance innerwear brand redefining sustainable comfort for women, is proud to announce two strategic leadership appointments as the company enters its next phase of growth. Deanne Buck has been named Chief Executive Officer, succeeding outgoing CEO Jeff Shafer as he and co-founder Lauren Shafer transition into advisory roles. Joining Buck on the leadership team is Sarah Cumming, who has been appointed Chief Financial and Operations Officer.

Buck is poised to carry forward the community-centric values at the heart of BRANWYN’s ethos and success. “Deanne’s succession to CEO has been a part of our strategic talent plans since 2023,” Shafer said. “Simply put, she is the right person to lead BRANWYN forward. She’s a compassionate, smart, and trustworthy leader who puts the best interests of our team and partners first.”

Deanne Buck: Values-Centered Leader

Deanne is an experienced executive with a strong track record in delivering business growth in the outdoor industry. She most recently oversaw the PNW’s largest and longest-standing Venture Capital conference and was instrumental in helping businesses scale, secure funding, and execute bold go-to-market strategies for the Economic Development for Central Oregon (EDCO). She has served on several national non-profit boards. Deanne’s broad business, women’s leadership, and sustainability-focused experience align perfectly with BRANWYN’s strategy to deliver sustainable performance-based products that enable women to expand their sense of self through movement and the outdoors.

“BRANWYN’s growth is an opportunity to deepen an already strong foundation,” said Buck. “This brand is built on thoughtful, high-quality products, with its social and sustainability impact radiating from that core. Purposefully designed to support women’s health, our products embody the very soul of who we are. It’s a privilege and an honor to be part of this incredible, values-driven community.”

Sarah Cumming: Scaling With Purpose

Joining Buck in the C suite is Sarah Cumming, BRANWYN’s new Chief Financial & Operations Officer. Cumming brings over two decades of finance and operations leadership in the apparel and consumer goods space, including senior roles at Burrow, Gentle Fawn, 3×1 NYC, and Kidrobot.

Known for her sharp financial acumen and operational insight, Cumming has led growth strategies across DTC, retail, and wholesale channels, optimizing global supply chains to support long-term sustainability and profitability.

“Sarah’s experience scaling mission-driven brands while maintaining operational integrity is a tremendous asset to BRANWYN,” Buck said. “Her leadership ensures that we’re not only growing, but doing so in a way that reflects our values and supports our community.”

To learn more about BRANWYN, visit branwyn.com or follow @branwynofficial. For media inquiries, please contact Stacy Kline at stacy@darbycommunications.com.

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About BRANWYN

BRANWYN, based in Bend, Oregon, produces the world’s first ethically sourced, naturally sustainable Performance Innerwear designed by and for active women. By combining ZQ Merino and seamless knitting technology, BRANWYN revolutionizes women’s next-to-skin apparel, prioritizing comfort, temperature regulation, anti-microbial properties, breathability, and overall health. Our ethos, rooted in “Find A Way,” was inspired by the radical idea that women could create better underwear for themselves that meets our unique needs. Additionally, we collaborate with organizations fostering a sense of self in girls and women by breaking limiting beliefs through outdoor activities, sports, sweat, and movement. Committed to personal and global health, we use natural, non-toxic fibers and sustainable materials, and prioritize ethical farming and work practices.