Dive Brief:
- DTC activewear brand Rhone on Wednesday named executive Matthew Wallace chief operating officer, according to a press release.
- As COO, Wallace will oversee the company’s finance, people, supply chain, operations and technology functions. In this newly created position, Wallace reports directly to Nate Checketts, CEO and co-founder of Rhone, per a company spokesperson.
- Prior to joining Rhone, Wallace was CEO and co-founder of DXM Inc., a fashion technology startup. Over a 30-year career, he’s also held operational supply chain roles with PVH Corp., Walmart and Cerberus Capital.
Dive Insight:
The appointment of Wallace to the COO position signals Rhone’s intentions to further expand the brand’s presence.
"We're thrilled to welcome Matthew to Rhone," Checketts said in a statement. "His extensive operational experience and people-first leadership approach align deeply with our mission to inspire progress in all its forms. Matthew's expertise will help position Rhone for long-term, meaningful growth as we continue to build a global community around performance and purpose."
Originally launched in 2014 as a DTC men’s activewear company by brothers Nate and Ben Checketts, Rhone has since grown into a lifestyle brand and offers a broad assortment across categories. The retailer added women’s active-inspired apparel in 2023 and has also added accessories to the mix, including caps, underwear, undershirts, socks, water bottles, backpacks and duffels. It has an ongoing collaboration with footwear brand Wolf & Shepherd.
As it expands, Rhone has tapped into expertise across the athletic industry. The retailer brought on two notable executives to its board of directors in 2024: ESPN Chairman Jimmy Pitaro and the former head of marketing at Athleta, Tess Roering.
Rhone has also expanded its marketing efforts. Last year, the retailer became an official partner of the NBA and enlisted Kevin Love as its brand ambassador to promote awareness around physical and mental well-being. Earlier this year, Rhone signed its newest sports ambassador, NBA star Jrue Holiday. As part of its ongoing promotion around mental health, Rhone last year launched its “Head In The Game” campaign supported by Love and golf pros Lilia Vu and Lauren Hartlage.
