Who’s on the move: Primus looks to expand in North America with new sales director; plus changes at Wolverine, Optic Nerve, GU and more …

Primus appointed Robert Boland as the brand’s new director of sales. Boland will manage existing sales representatives, agencies and channels while looking for new opportunities to grow the brand in North America. He will report to John Walbrecht, CEO of Primus’s parent company Fenix Outdoor North America, and as part of the Fenix portfolio, Boland will also take a lead in sales efforts within the outdoor channel for Brunton Outdoor, sibling brand to Primus. He will be based in Overland Park, Kan. Boland previously served as the president and owner of RTB Brand Partners, LLC, a sales agency he founded in 2005 that represents a range of footwear, apparel and accessory brands including Tommy Bahama and Merrell. Prior to owning his agency, Boland served as the product line manager for Merrell Accessories and as vice president of Victorinox/Swiss Army Apparel.

Wolverine Brand promoted Karry Johnson to vice president of sales. In his new role, Johnson will oversee all integrated sales efforts to drive the brand’s growth as the market leader in work footwear, as well as growth and profitability in the outdoor and heritage categories. Johnson will report to Tim Bushell, vice president and general manager of Wolverine Brand. Johnson joined Wolverine Worldwide in 2002 and has 17 years of experience in the footwear industry. He has held sales management positions at Wolverine, CAT Footwear and Dr. Martens.

GU Energy Labs, in Berkeley, Calif., welcomed back Magdalena Boulet to serve again as the company’s director of research and product development, a position she held from 2000 to 2007. Boulet is also an accomplished track and cross-country athlete, participating in the 2008 Summer Olympic Games in Beijing, and being ranked as the No. 1 U.S. marathoner in 2010.

Sharkies, in New York City, named JAM Media Collective, led by Julie Atherton in Mill Valley Calif., as its public relations agency of record to help grow the brand of organic energy, sports and fruit chews.

Optic Nerve, in Wheat Ridge, Colo., hired Mae Harris as its marketing communications specialist. Harris will help lead Optic Nerve’s new grassroots marketing initiatives to build customer engagement and national awareness. Harris previously served as the director of client services for The Retail Strategy in Austin, Texas.

Moji, in Glenview, Ill., hired J&N Active Sports, headed up by Blair Simpson, to service its dealers in specialty athletic stores throughout Colorado, Utah, Wyoming and New Mexico. The hire now secures Moji representation in all 50 states.

Have news of a new hire or promotion within the outdoor industry? Let us know at news@snewsnet.com.