Olmstead joins CEO Sally Pofcher — who is new to the brand herself, having taken the reins in late March 2020 — on the predominantly female executive team. Olmstead has more than 20 years of expertise in the sporting goods industry and spent a large part of her career at Adidas, where she most recently held the position of VP of Brand Activation.
“Hanna Andersson is a brand that stands for sustainability and inclusion, incredibly important values that mean so much to me and to today’s parents,” said Olmstead. “In my role as CMO, I’m eager to continue finding new and compelling ways to share these values, and the brand’s rich heritage, with a larger audience of families who are demanding more from brands they support. The last year has changed so many things about consumer expectations — one of them being the way that consumers can experience and shop brands digitally. Hanna Andersson has done an incredible job shifting focus to a 100% digital model, and I’m looking forward to partnering with the team to continue to improve storytelling across the digital ecosystem.”