Hickory, NC | January 30th
OS1st®, the leader in performance socks and foot wellness solutions, today announced the appointment of Cape Capener as Vice President of New Categories. This newly created role underscores OS1st’s continued investment in strategic growth, category expansion, and innovation beyond its core performance channels.
In his role, Capener will lead the development and expansion of new product categories and market opportunities, with an initial focus on golf, performance accessories, and strategic footwear adjacencies. He will partner closely with the OS1st leadership team to identify white-space opportunities, build strategic partnerships, and bring new category concepts to market in a way that aligns with the brand’s technical credibility and consumer trust.
Capener brings more than 20 years of experience building and scaling brands across athletic footwear, performance apparel, outdoor, golf, and wellness. Throughout his career, he has held senior leadership and advisory roles with both global and emerging brands, driving category creation, wholesale and direct-to-consumer growth, and retail expansion across domestic and international markets.
“Cape brings a rare balance of product insight, commercial strategy, and deep industry relationships,” said Josh Higgins, President of OS1st. “As we expand into new categories and retail environments, his leadership will help ensure we do so with focus, credibility, and a clear consumer benefit.”
OS1st has earned a loyal following among athletes and active consumers who value comfort, support, and performance-driven design. The creation of the Vice President of New Categories role reflects the brand’s next phase of growth, extending its problem-solving approach into adjacent categories and new use cases, including golf and active lifestyle.
“I’ve long respected OS1st for its product integrity and the strong consumer response once people experience the brand,” said Capener. “There is a meaningful opportunity to introduce truly technical, performance-driven solutions into categories that have seen very little innovation. I’m excited to work with the OS1st team to help shape what comes next.”
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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.