Tracksmith Appoints Jared Carver as New CEO, Transitioning Leadership

Independent running label Tracksmith has announced a significant leadership change, appointing Jared Carver as its new CEO, effective immediately. This transition marks the end of Matt Taylor‘s decade-long tenure as CEO. Taylor will remain involved in the company as the chief creative officer, focusing on global brand strategy while advising Carver for a smooth handover.

In a statement, Carver expressed enthusiasm about joining Tracksmith, highlighting its unique position in the running community. “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,” he said. Carver aims to build upon the foundation laid by Taylor and the existing team, emphasizing the importance of inspiring runners through their journeys on roads and trails.

Carver brings over three decades of leadership experience to Tracksmith, having previously served as president and CEO of Converse. His extensive background includes roles as vice president and general manager of North America and vice president and general manager of global digital direct at Converse. His track record includes driving double-digit growth in consumer products across various industries, which he will leverage to foster Tracksmith’s growth.

Taylor commented on the leadership shift, noting that he had gradually delegated daily management responsibilities to trusted senior leaders in the company. “The last piece was bringing in a CEO who could help us achieve the brand’s full potential,” he stated. Taylor’s decision to step back from the CEO role aims to allow him to focus on areas where he excels, particularly in maintaining Tracksmith’s creative vision.

Founded in Wellesley, Massachusetts, in 2014, Tracksmith has rapidly gained a dedicated following among runners. The brand initially specialized in performance running apparel but expanded its offerings to include footwear in 2022 with the introduction of the Eliot Runner. This expansion has continued with the launch of carbon-plated, trail, and winterized models, further diversifying Tracksmith’s product lineup.

As Carver steps into his new role, he will face the challenge of maintaining Tracksmith’s distinct identity while driving its growth in an increasingly competitive market. The brand’s commitment to quality and community engagement will likely remain central to its strategy under his leadership.