U.S. insole specialist OrthoLite has hired Kristin Kohler Burrows as its new chief brand officer, a newly created position. Burrows joins the OrthoLite and Cirql teams with experience at footwear brands including Converse, Keds, Adidas, Fila and G.H. Bass, and was most recently a management consultant in the consumer and retail group at New York-based consulting firm Alvarez & Marsal. OrthoLite has introduced its new Cirql technology of EVA plastic-free, recyclable, biodegradable and industrially compostable foam in March 2022. Burrows will be responsible for OrthoLite and Cirql brand identity.
“I’m incredibly proud of the unsurpassed growth, and game-changing innovations the hard-working OrthoLite and Cirql global teams have created, especially over the past 24 months,” said OrthoLite founder and CEO Glenn Barrett. “Kristin joins the OrthoLite family at the most dynamic time of growth in our 25-year history and at the very beginning of the launch of the world’s first circular midsole foam material, Cirql. She’ll be exceptional at driving innovation, brand story and most importantly, brand impact for both OrthoLite and Cirql.” To date, the brand counts around 350 brands among its customer base. 550 million shoes across all categories are fitted with OrthoLite soles every year. This year, the company celebrates its 25th anniversary.