To further its efforts against counterfeiting, StockX has appointed a director of Brand Integrity.

Pilar Toro steps into the role with a long background in brand protection, previously holding roles at Chanel, Lululemon, Burberry, Red Wing and Tiffany & Co. Over the course of more than 20 years, she’s implemented brand integrity programs, expanded partnerships with law enforcement and employed new technologies for authentication.

“I’m thrilled to be joining a company that through innovation is leading the way for an expanded view of brand protection in its category,” Toro said in a press release. “I greatly admire StockX’s unwavering commitment to customer trust, and I’m looking forward to helping the team further expand on its work in product verification, anti-counterfeiting and customer protection.”

Toro’s responsibilities will succeed those of StockX’s former head of Brand Protection.

“Pilar brings deep industry expertise and fresh perspectives that will help StockX continue to enhance efforts to combat counterfeiting, safeguard customers and work collaboratively with brands to fight bad actors,” said StockX chief executive officer Greg Schwartz. “As a marketplace founded on the principles of trust and transparency, we’re proud of the role StockX has played in setting standards across the resale industry. Pilar’s work will only further reinforce our position as a leader in brand protection and a company committed to doing everything it can to ensure safety and confidence for its community.”

In a report released in June, StockX said it had rejected nearly $10 million worth of counterfeit sneakers in 2024. The 19-page document included details of the steps StockX takes to authenticate products, bolstered by the 2024 opening of the Detroit Innovation, in which “cutting-edge technologies” are tested.

Counterfeit sneakers, along with NFTs depicting shoes, were at the center of a lawsuit filed by Nike against StockX in 2022. The two parties reached a confidential settlement in August after a U.S. District judge determined in March that StockX was liable for selling 37 pairs of fake sneakers. Nike’s remaining claims would have been brought to a jury in a trial scheduled to begin this month.

Toro’s most recent position saw her looking into the research and education needs for brand protection as the assistant director of Industry Outreach at Michigan State University’s A-CAPP Center.