Tracksmith Names Former Converse President as New CEO

Independent running label Tracksmith announced a change in leadership Tuesday, capping off founder Matt Taylor’s decade-long stint as CEO. Jared Carver, former president and CEO of Converse, will take over in Taylor’s place.

The change, which goes into effect Tuesday, will see Taylor advise Carver closely to ensure a smooth transition, while the founder will then take on the role of chief creative officer at the Boston-based brand. A press release states Taylor will lead global brand strategy with an emphasis on Tracksmith’s brand vision, identity and creative direction. The founder will also keep his seat on the brand’s board of directors.

“Tracksmith has always been one of those unique brands that serves the runner in offering best-in-class product while also acting as a cultural leader that deeply connects to its community”, Carver told FN. “I’m honored to join the brand and build upon all that Matt and the team have built in the pursuit of community and connection rooted in the rich running lore of New England. If we can make every runner feel inspired by the roads and trails we run and train on, then we know we’re continuing to push the sport forward.” 

A press release further touts Carver’s three decades of leadership experience which has included double-digit growth in consumer products across a variety of industries. Prior to serving as Converse’s president and CEO, he held roles as vice president and general manager of North America and vice president and general manager of global digital direct at Converse. 

“Over the last few years, I’ve strategically turned over parts of the day-to-day management and broader business direction to trusted members of my senior leadership team who have been pivotal to our most recent phase of growth. The last piece was bringing in a CEO who could help us achieve the brand’s full potential and allow me to focus on the areas where I thrive. Jared brings great breadth and depth in all business disciplines that we’re fortunate to add to our leadership team as we continue to drive Tracksmith’s growth forward and scale to market demand,” Taylor said in a statement.

Founded in Wellesley, Mass., in 2014, Tracksmith began as a performance running apparel brand and quickly developed a cult following amongst runners. In 2022, the brand entered into the footwear space with its Eliot Runner and has since introduced carbon-plated, trail and winterized models to its lineup.