West’s selection to head the Skins team is part of a corporate initiative to expand the brand within the US performance apparel marketplace. This shift will strengthen the brand’s presence across a number of sporting disciplines and channels, as well as increase consumer awareness of the superior quality and unique product features associated with the brand.
West will lead the Skins North America team and be responsible for planning and implementing strategic brand and marketing initiatives to maximize brand awareness at both the retail and consumer levels, driving top- and bottom-line revenue and company growth across various distribution channels throughout the United States.
West brings nearly 20 years of global experience in strategic sales, marketing and branding for some of the world’s leading international sports and apparel brands with him to Skins. Prior to 2XU, West held top-level sales and marketing positions with highly-recognized sports and outdoor brands, such as Prana, K2 Snowboarding, and O’Neill.
“With extensive industry experience across multi-sport segments, West will be a key player in leading our expansion efforts into crowded markets and helping Skins rise to the top,” said Jaimie Fuller, Skins Chairman. “We believe that West’s marketing and branding expertise, coupled with his innate drive for success and passion for all things athletic, will enable the Skins brand to successfully grow and position itself as the category leading compression sportswear brand-of-choice to new and existing consumers, affiliates and wholesale partners across North America. We are thrilled to have him on board.”
"When I look at the potential of the Skins brand, the sky is the limit. Being first to market in North America over seven years ago, with the introduction of gradient compression technology and most recently the next evolution with dynamic gradient compression, makes it an exciting time to be a part of the brand’s inevitable growth moving forward,” said Johnny West, General Manager of Skins North America. “I’m thrilled to be leading the charge for SKINS North America, alongside our talented staff, to maximize the endless opportunities in this category”
West holds a Bachelor of Science degree in industrial psychology from Drake University. While at Drake, West was a member of their Division 1 football program, having played Strong Safety for four years. With an enthusiasm for sports in general, West is also a talented skier and snowboarder, avid surfer and newly-accomplished triathlete completing his first Ironman in 2010 in Coeur d’Alene, Idaho
( Source Skins Compression through SportsOneSource )
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