SAN FRANCISCO (BRAIN) — Slate Olson, who announced last week that he would step down as chief marketing officer at Specialized, will become the new president of Chrome Industries. Chrome also announced it was moving its headquarters from San Francisco to Portland in April.
Olson was at Specialized for about two years; his last day there will be Jan. 13. Prior to joining Specialized, he was with Rapha for seven years and Nike for seven years.
An Oregon native, Olson told BRAIN last week that returning to Portland was the key motivation for leaving Specialized. He said the move would also allow his wife, an MD, to resume her practice.
"I am excited by the opportunity to take the lead at Chrome," Olson said in a Chrome-issued press release Thursday. "Chrome has built a passionate and growing following by constantly delivering quality product and by having its finger on the pulse of the style and attitude of people who move their city — that won't change.
"I know that the brand approach of consumer-direct, own-stores, and better retail partners gives Chrome every advantage to connect and build lasting relationships with our customers, making a larger impact in the cities where they live."
Chrome's main innovation lab is already located in Portland, as is Chrome's e-commerce team.
"The move to Portland sets Chrome up for a brave new chapter. For my own next chapter, I am excited to be part of a brand that is a performance cornerstone for riders, but with the attitude and appetite to define the style and culture for those people who are constantly challenging and redefining their cities ... There is a great team of global thinkers and makers at Chrome and I believe that my background and perspective will help us together take the brand in some exciting, new directions."
