Oofos is reorganizing its key leadership functions.
On Wednesday, the recovery footwear brand named industry veteran Angel Martinez to serve as co-CEO. He will star alongside Oofos co-founder Lou Panaccione in the role.
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As co-CEO, Martinez will oversee brand, product creation, sales and marketing, while Panaccione will focus on product development, operations, supply chain, finance and culture. The company noted that this structure “reflects a shared vision for the future of Oofos and the brand’s readiness for continued expansion.”
Panaccione said in a statement that Martínez’s “proven ability to grow brands and his deep understanding of what makes a great product, business and culture align” make him the ideal partner for this next chapter.
“Together, we will continue to build on Oofos’ momentum, strengthening our foundation and expanding our reach,” Panaccione said.
Martínez, who joined the Oofos board of directors in early 2025, brings decades of leadership experience at some of the footwear industry’s most influential brands.
Martínez served as CEO and president of Deckers Brands from April 2005 until his retirement in June 2016. Prior to joining Deckers, Martínez co-founded Keen LLC and was its president, CEO and vice president from April 2003 to March 2005.
He also served as executive vice president and chief marketing officer of Reebok International Ltd. and as CEO and president of The Rockport Company.
“I have admired Oofos for its innovation, authenticity and purpose-driven approach,” said Martínez. “Since joining the board, I have been inspired by the passion and creativity of this team. Oofos has a rare combination of technology, mission and culture, and I am excited to work alongside Lou and the entire organization to bring that to more people around the world.”
As part of these leadership updates, Liz White will serve as Chief Commercial Officer, expanding her role beyond marketing to oversee all business functions, including sales, e-commerce and merchandising in North America. Since joining the company in January 2025 as chief marketing officer, White will continue to drive alignment across teams and functions with these new responsibilities, the company said.
“Oofos has always been about people: our consumers, our partners and our team,” Panaccione added. “With this leadership structure and the continued support of our incredible customers and employees, we are prepared to take the brand even further while staying true to our mission: to make you feel good.”
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