After more than a decade at the helm, Tracksmith founder Matt Taylor is handing day-to-day leadership to Carver, marking a new phase for the popular Boston-based running brand
Tracksmith is entering a new phase of leadership as it looks to scale beyond its founder-led era.
The popular Boston-based running brand announced that Jared Carver has been appointed chief executive officer, while founder Matt Taylor will step into a newly defined role as chief creative officer, effective immediately.
To guide its next phase, Tracksmith turned to Carver, a seasoned executive with more than two decades of experience leading global consumer brands. Most recently, Carver served as president and CEO of Converse, where he oversaw growth across digital, direct-to-consumer and international channels, and held senior leadership roles spanning strategy, North America and global digital operations. Reuters reported in July that Carver had stepped down from his role as Converse’s chief executive.
Taylor, who founded Tracksmith more than a decade ago, will remain closely involved in the business during the transition and continue to serve on the company’s board. In his new role, he will focus on global brand strategy, creative direction and long-term vision.
“Over the last few years, I’ve strategically turned over parts of the day-to-day management and broader business direction to trusted members of my senior leadership team who have been pivotal to our most recent phase of growth,” Taylor said. “The last piece was bringing in a CEO who could help us achieve the brand’s full potential and allow me to focus on the areas where I thrive.”
Founded in Boston and shaped by New England’s running culture, Tracksmith has carved out a distinct position by celebrating amateur competition and community alongside premium performance apparel and footwear.
The brand has become a visible presence at major road races and grassroots running events, producing official race kits, hosting pop-ups and organizing on-the-ground activations around marquee weekends like the Boston Marathon. Its Boston flagship, the Trackhouse, has served as both a retail hub and cultural gathering space, reinforcing the brand’s position at the intersection of running performance and lifestyle.
“I’m honored to join a brand so deeply rooted in running heritage, with such an exciting future,” Carver said.
A Boston native and runner himself, he pointed to Tracksmith’s mission-driven foundation and cultural authenticity as central to the opportunity: “Every day we get to work on inspiring people to go outside and run; there’s nothing better than that.”
