Implus LLC Announces Balega Brand Leadership Transition Appoints Jenna Campbell as VP Category and Brand Development
Founders Tanya and Bert Pictor announce their exit from the day-to-day business effective June 30, 2021
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DURHAM, N.C. (June 7, 2021) — Balega International founders Tanya and Bert Pictor will be stepping away from the day-to-day business. Tanya and Bert have shepherded and guided Balega since its inception in 2003 to be the leading performance sock brand in the run specialty market. Effective June 30, 2021, Tanya and Bert will exit the business and make way for the next chapter of Balega under new leadership.
As part of the succession plan currently in process, Jenna Campbell has been tapped to lead the Performance Hosiery Category and the Balega brand as VP Category and Brand Development for Performance Hosiery, reporting to Ryan Cruthirds, Chief Global Brand and Category Development Executive.
“We are thrilled to welcome Jenna to the Balega family,” said Tanya Pictor, Founder and Vice President of Balega Marketing. “Jenna is an outstanding addition to the new Balega leadership team, bringing immense experience in apparel and footwear. We feel very fortunate to welcome Jenna to the business and we will be working to ensure a seamless transition of leadership as she assumes her new role.”
Campbell previously held leadership roles at adidas and Merrell. Prior to assuming her new VP role with Balega, Campbell served as a consultant with clients in various industries from Healthcare & Wellness, Lifestyle, Sporting Goods, Outdoor to Private Equity, partnering with executive leadership teams to transform internal cultures and create holistic business models that look at the entirety and scalability of all facets of the business. Campbell will bring more than 20 years of experience in brand building, business development, marketing strategy and operations to the Balega brand, positioning her well to lead in this critical role.
“I feel incredibly grateful for the opportunity to work with such a purpose-driven brand and team,” said Jenna Campbell. “I’m excited to bring my passion, determination and expertise in footwear and apparel to help propel the brand forward while maintaining the brand’s legacy as the leading performance sock brand in the run specialty market.”
Paul Perrone will continue to lead the sales efforts for Balega in the Independent Channel as Director of Independent Retail. Perrone, who has worked with Balega for the past 14 years, initially through an independent agency and since 2016 at Implus, said, “Bert and Tanya helped revolutionize how accessories are prioritized and sold in the specialty market. They created a performance brand that stands for community, purpose and a passion for the channel in which it was built.” Perrone, who has deep-seated relationships in the industry, adds, “I am excited to help build upon the incredible brand and legacy that Bert and Tanya created.”
Positioning Balega as the leading performance sock brand in the run specialty market has been a career-long goal and achievement for founders Tanya and Bert Pictor. Balega has established a dedicated relationship with the run specialty market, demonstrated by the brand’s support of The Running Event, annual Ubuntu Awards presented to running stores that excel in community service and involvement, and the continued support of and partnerships with run specialty retailers. Tanya and Bert exit the Balega brand with huge gratitude and appreciation for all of Balega’s retail partners and friends in the run specialty market.
For more information about Balega and their performance running socks, visit www. Balega.com. To stay updated on news and product launches, follow Balega on Instagram, Facebook and Twitter.
About Balega International
A leading performance sock brand in the run specialty market, Balega is a designer and manufacturer of technical performance socks and part of the Implus family of brands. With a proud American-South African initiative, the company develops its product in South Africa, EU, Turkey and North Carolina production facilities utilizing the best performance yarns produced in the United States. Crafted for a superior fit and unmatched comfort, Balega is committed to the technical excellence, quality, and performance expected in the Balega brand. A brand with ‘sole,’ Balega prides itself on its commitment to the community with projects aimed at enriching those less fortunate than ourselves. For more information, please visit www.balega.com.
Implus is home to more than 20 brands in the footwear accessories, hosiery, specialty running, outdoor, fitness and medical categories. As an industry leader in consumer packaged goods, Implus is committed to enhancing healthy and active lifestyles, providing innovative products to more than 80,000 retail outlets worldwide. Distributing across more than 70 countries, Implus is headquartered in Durham, North Carolina, with five international offices and four domestic satellite offices. Key brands within Implus’ portfolio include Sof Sole®, Balega®, Yaktrax®, SKLZ®, TriggerPoint™, RockTape® and Spenco®. To learn more, please visit www.Implus.com.