Hickory, NC | February 4th — OS1st®, a leader in performance socks and foot wellness innovation, today announced the appointment of Brent Hollowell as Senior Vice President of Marketing. In this newly created role, Hollowell will shape OS1st’s brand strategy, elevate engagement, and lead the company’s marketing efforts as it expands across current and emerging performance and lifestyle markets.
In his role, Hollowell will oversee OS1st’s brand positioning, integrated marketing strategy, digital storytelling, and market activation. He will partner with cross‑functional leadership to strengthen OS1st’s connection with athletes, active people, and broader lifestyle audiences, and accelerate brand momentum as the company enters adjacent performance categories.
“Brent brings a depth of marketing leadership and brand strategy that aligns with OS1st’s growth ambitions,” said Josh Higgins, President of OS1st. “His expertise in connecting product performance with human experience, and his ability to build clear, strategic brand narratives, will be invaluable as we deepen engagement with the people who rely on OS1st every day, continue to focus on our commitment to independent retail, and expand into new markets.”
Hollowell brings more than 25 years of experience leading marketing and brand functions across the global footwear and retail industries. He has held senior marketing roles including Chief Marketing Officer and General Manager at Volumental; Chief Marketing Officer at Fleet Feet; Director of Marketing and Retail at Adidas America; and Vice President of Global Marketing at Foot Locker. Before joining OS1st, he founded Brandemic, a strategic brand consultancy focused on helping companies translate vision into execution.
“OS1st has a rare combination of real technical credibility and an authentic connection with the people it serves,” said Hollowell. “This is a brand that already earns trust through performance. I’m excited to help evolve its voice, strengthen relationships with active people, and support thoughtful expansion into categories where OS1st can make a meaningful difference.”
OS1st has built a passionate following among athletes and active people who prioritize comfort, support, and performance‑driven design. Hollowell’s appointment reflects the company’s commitment to evolving its brand presence while staying true to its core mission of helping people move better and stay active without pain.
About OS1st
OS1st® performance socks and compression bracing empower active lifestyles by targeting and preventing pain from a variety of conditions including overuse injuries. Made with high-quality materials and Compression Zone® Technology, our products were designed together with podiatrists, athletes, and real people to target Plantar Fasciitis, bunions, knee injury and more. The science behind every OS1st product is what makes it the fastest growing sock and number one compression bracing product in United States specialty retail.
For more information please contact Avalon Babinski at ababinski@ingsource.com