Executive Appointments: Twisted X, New Balance, Saucony, Columbia

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A round up of executive appointments from around the industry.

Left to right: Lee Lemon, Monte Nelson.

Twisted X announced two executive appointments. Lee Lemon has been named Vice President of Sales and Monte Nelson has been named Vice President of Western. Lemon, a former GM at Twisted X, will be responsible for leading sales for Twisted X Global Brands including Twisted X, Twisted X Work, CellSole and Tamarindo. Nelson, most recently a senior sales executive for Justin Brands, will be responsible for leading sales of Twisted X Global Brands western product including Twisted X, Black Star and Wrangler Footwear.


New Balance announced that Teddy Santis, founder and creative director of New York based lifestyle brand, Aimé Leon Dore, will join the brand as Creative Director of New Balance MADE in USA. Santis’ first collection with New Balance will launch next year and is expected to lean into brand heritage while elevating the MADE in USA platform on a global scale.


Saucony has appointed Fábio Tambosi to the position of Chief Marketing Officer, effective immediately. Tambosi most recently served as adidas’s Global Head of Brand, Planning and Activation for the Sports Performance categories. At Saucony, Tambosi will be responsible for providing strategic development and execution of Saucony’s global branding initiatives, including brand positioning, direct-to-consumer, advertising, digital strategies, international growth initiatives and expansion of Originals, the brand’s heritage lifestyle business.


Columbia Sportswear has hired Craig Zanon as its new Senior Vice President, Emerging Brands, replacing Doug Morse, who is retiring in the summer of 2021. Prior to joining Columbia, Zanon spent more than twenty years with Nike, where most recently, he served as Vice President and General Manager of Global Basketball. During his time at Nike, he also served as Vice President for U.S. Footwear and General Manager for the Americas.

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