Independent running brand Tracksmith has announced the appointment of Jared Carver as its new CEO. Carver replaces with immediate effect the brand’s founder and decade-long CEO, Matt Taylor, who will work in an advisory capacity to ensure a smooth transition. Taylor will also step into the newly created role of Chief Creative Officer while maintaining his seat on Tracksmith’s Board of Directors.
Jared Carver is an industry veteran with over 20 years of experience leading global brands. He worked for more than 11 years at Converse, serving most recently as President and CEO from June 2023 to July 2025. Prior to that, he was Converse Vice President and General Manager of North America, Vice President and General Manager of Global Digital Direct, and Vice President of Strategy.
Tracksmith was founded by Matt Taylor in Boston in 2014 as a brand inspired by New England’s running culture. The brand has since evolved into a global apparel and footwear player with an e-commerce presence complemented by its retail footprint spanning two continents.
“As a Bostonian and a runner who draws inspiration from New England’s rich beauty, joining the Tracksmith family presents an opportunity to work alongside a very talented team and build on the massive momentum Matt has built over the past decade,” said Jared Carver, commenting on his new CEO role at Tracksmith.
The spirit of the amateur
Founded in 2014 and headquartered in Boston, Tracksmith is an independent running brand that champions the “Amateur Spirit”—the pursuit of excellence for the love of the sport, rather than a paycheck. Rejecting the garish, neon aesthetics of mainstream athletic wear, the brand offers a timeless, Ivy League-inspired aesthetic powered by high-performance fabrics. This premium approach has fuelled a thriving business with estimated annual revenues between $25m and $50m (€24m and €48m), driven largely by a dedicated global “Running Class” and a high average order value.
