Tracksmith Welcomes Massimo Alpian as Director of Brand Communications

October 17, 2022

Alpian’s experience in brand storytelling and social impact bolsters Tracksmith’s brand vision

BOSTON (October 17, 2022) /ENDURANCE SPORTSWIRE/ – Tracksmith, the independent running brand, is thrilled to announce that Massimo Alpian has joined the brand as Global Director of Brand Communications. Alpian brings nearly two decades of exceptional experience in marketing, communications and sports advocacy in the outdoor industry, fortifying Tracksmith’s commitment to global expansion and bringing the brand to committed runners through strategic storytelling.

“As a marketer and lifelong runner, Tracksmith encapsulates everything I could ask for professionally and personally,” said Alpian. “Joining Tracksmith is a unique opportunity to empower our community and push the sport of running towards new boundaries through powerful storytelling paired with beautifully crafted product.”

A NYC-native now based in Boulder, Colorado, Alpian has worked on both the brand and agency side executing global marketing and communications strategies for legacy brands including KEEN, Fjallraven, HOKA, and CamelBak. He joins Tracksmith most recently from Cannondale Bicycles, where he held the position of Global Brand Director and worked to make cycling more accessible while elevating the brand’s global profile through category expansion. In addition, he serves on the board of non-profit organizations such as Protect Our Winters, and is an avid advocate for DEI in running and cycling.

In his new role at Tracksmith, Alpian will lead the brand’s communications strategy around community initiatives, new product launches and collaborations, and brand activations. He will also drive strategy around Tracksmith’s commitment to amplifying new voices within the sport while supporting the brand’s mission to celebrate, support and contribute to running’s distinct culture.

“Massimo brings deep industry experience combined with incredible energy, passion and talent for storytelling to Tracksmith,” said Tracksmith Brand President Ryan Eckel. “As our brand continues to accelerate through the introduction of footwear, new retail store openings and other expansion initiatives, we’re incredibly excited to have Massimo on board to help us maximize the impact of these stories.”

For more information about Tracksmith please visit tracksmith.com.


About Tracksmith: Founded in Boston in 2014, Tracksmith is an independent running brand built on a deep love for the sport. We craft products, tell stories and create experiences that enrich the running lifestyle. We celebrate the amateur spirit and seek to inspire the personal pursuit of excellence. Shop our latest collections for training, racing and rest days at Tracksmith.com or come run with us at the Trackhouse, 285 Newbury Street, Boston.