Skins is trying to expand its brand in the U.S. performance apparel market, and to that end has named Johnny West as its general manager for North America. He will plan and implement strategic brand and marketing initiatives to increase brand awareness at the retail and consumer levels in the hopes of boosting revenues and profits across all distribution channels in the U.S. West was previously with 2XU North America, where he was director of brand and sports marketing. He has also held top-level sales and marketing positions with Prana, K2 Snowboarding and O'Neill.