Inov-8 Taps Mike Snell as CEO – Footwear News

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Inov-8 has a new CEO.

The UK-based outdoor performance brand announced Mike Snell as its next CEO. Inov-8 confirmed Snell will join the business in October. Snell will succeed Wayne Edy, the founder of Inov-8, who was serving as its interim CEO.

“Landing Mike as our new CEO is a real coup. He comes with a wealth of sports industry experience, a world class understanding of both physical and online retail, and he possesses a passion for running and sports,” Edy said in a statement. “Mike will lead our talented global team forward in what is set to be a very exciting new phase for us with more announcements in due course.”

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Snell most recently served as commercial director for supermarket chain Asda, and prior to Asda, he was the chief commercial officer at fitness and adventure-focused retailer Wiggle.

Edy sold Inov-8 — the company he founded in 2003 — to Japanese sportswear company Descente in 2015. He would then buy the company back from Descente in 2021.

In addition to announcing a new CEO, the company made a new product announcement, revealing its first-ever hike clothing range. VentureElite is Inov-8’s new clothing collection designed with faster and lighter outdoor adventure in mind.

The collection, Inov-8 said, was designed with an ergonomic fit that works with the body’s natural movements when hiking, and includes mid-layers, hoodies, T-shirts, pants, shorts. Also, Inov-8 confirmed a three-layer waterproof and breathable jacket will launch in the winter.

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Inov-8 VentureElite

Looks for women and men from the Inov-8 VentureElite range.

CREDIT: Courtesy of Inov-8


Inov-8 VentureElite

Women’s selections from the Inov-8 VentureElite range.

CREDIT: Courtesy of Inov-8


Inov-8 VentureElite

Men’s looks from the Inov-8 VentureElite collection.

CREDIT: Courtesy of Inov-8

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