Kizik has named former Nike executive Gareth Hosford as its new chief executive officer, effective immediately.

And as Hosford assumes the CEO role, Monte Deere, who has led the company since 2019, will continue to serve on the board of Kizik, and its parent company HandsFree Labs, where he’ll advise on the company’s licensing arm of the business.

“With global demand for HandsFree Labs’ patented technology surging – and with existing partnerships that include industry giants like Nike – Deere’s deep expertise in law, intellectual property, and M&A makes him uniquely positioned to scale the company’s licensing strategy and maximize the commercial potential of its groundbreaking IP portfolio,” the company said in a statement on Monday.

According to the hands-free footwear company, Hosford brings a “dynamic blend of corporate rigor and entrepreneurial agility to the role.” Further, his expertise in omni-channel strategy, licensing, and direct-to-consumer business models uniquely positions him to steer Kizik and HandsFree Labs through their next phase of rapid expansion, the company said.

In his new role, the company noted that Hosford will focus on scaling innovation, expanding global reach, and unlocking new licensing opportunities through HandsFree Labs’ extensive IP portfolio.

Hosford joins Kizik from performance apparel start-up Omorpho, where he served as chief operating officer, chief financial officer and head of partnerships since 2021. Prior to this role, he served as chief commercial officer at Converse for nearly three years.

But the bulk of Hosford’s footwear career was spent at Nike, where he worked for 12 years in a variety of roles including vice president and general manager of UK and Ireland, GM of football in UK and Ireland, and director of clubs and federations for the global football division.

Hosford also spent time at McKinsey & Co. and Proctor & Gamble.

“I’m thrilled to step into the CEO role at Kizik and HandsFree Labs at such a pivotal time in the company’s journey,” Hosford told FN. “The pace and scale of growth in recent years has been nothing short of remarkable, and it’s a testament to the strength of the brand, the product, the technology, and the incredible team behind it. I’m excited to build on that momentum as we enter this next phase of explosive omni-channel expansion and unlock new opportunities through our licensing strategy and patented hands-free technology.”

This news comes amid several additions to Kizik’s executive team over recent months. In November, the company hired 20-year Nike veteran Andreas Harlow as its SVP of design. In his role, the company said Harlow joins the Kizik team “with a mandate to push the boundaries of footwear design and fuel the brand’s growth.”

In July, Kizik hired Elizabeth Drori as its chief marketing officer. Drori joined Kizik from Sperry, where she served as global chief marketing officer and general manager of the Sperry e-commerce business since 2020.

These new hires also come in the midst of the brand’s efforts to double down on its retail strategy. Over the last several months, Kizik has opened new stores across the U.S.

In an exclusive interview with FN last May, Deere said he plans to have a total of six stores by the end of 2024 with new openings on Newbury Street in Boston, New Jersey and Denver slated for later this year. “In 2025, we have several more in the pipeline,” the CEO said. “We’re looking hard at Washington, D.C., Nashville, Seattle and Portland for new openings next year.”