OS1st Appoints Brent Hollowell as Senior Vice President of Marketing

February 18, 2026

Leadership role to guide strategy and engagement across performance and lifestyle markets

Hickory, N.C. (February 18, 2026) /ENDURANCE SPORTSWIRE/ –  OS1st, a performance sock and foot wellness brand, today announced the appointment of Brent Hollowell as Senior Vice President of Marketing. In this newly created role, Hollowell will lead brand strategy and marketing efforts as the company expands across current and emerging performance and lifestyle markets.

Hollowell will oversee OS1st’s brand positioning, integrated marketing strategy, digital storytelling, and market activation. He will work with cross-functional leadership to strengthen connections with athletes, active consumers, and broader lifestyle audiences while supporting the brand’s expansion into adjacent performance categories.

“Brent brings a depth of marketing leadership and brand strategy that aligns with OS1st’s growth ambitions,” said Josh Higgins, President of OS1st. “His expertise in connecting product performance with human experience and building clear strategic brand narratives will support deeper engagement with the people who rely on OS1st every day and help guide expansion into new markets.”

Hollowell brings more than 25 years of experience leading marketing and brand functions across the global footwear and retail industries. His previous roles include Chief Marketing Officer and General Manager at Volumental, Chief Marketing Officer at Fleet Feet, Director of Marketing and Retail at Adidas America, and Vice President of Global Marketing at Foot Locker. Prior to joining OS1st, he founded Brandemic, a strategic brand consultancy focused on translating vision into execution.

“OS1st has a rare combination of technical credibility and authentic connection with the people it serves,” said Hollowell. “I look forward to helping evolve its voice, strengthen relationships with active consumers, and support thoughtful expansion into categories where OS1st can make a meaningful difference.”

OS1st has built a following among athletes and active consumers who prioritize comfort, support, and performance-driven design. Hollowell’s appointment reflects the company’s commitment to evolving its brand presence while staying focused on helping people move comfortably and stay active.

About OS1st
OS1st performance socks and compression bracing support active lifestyles by targeting common sources of foot and lower limb discomfort. Developed with high-quality materials and Compression Zone Technology, the company’s products were designed in collaboration with podiatrists, athletes, and consumers to address conditions such as plantar fasciitis, bunions, and knee injury. OS1st products are sold through specialty retail partners across the United States.

Media Contact:
Avalon Babinski
OS1st
ababinski@ingsource.com