Specialist trail shoe brand inov-8 has announced a new chief executive. Mike Snell, currently commercial director of supermarket group Asda, will move to the footwear brand in September.

Founded in 2003, inov-8 has built a reputation for innovation in running shoe development, for example in its use of graphene. It was acquired by Japanese group Descente in 2015, but founder, Wayne Edy, bought it back in 2020. Since then, Mr Edy has served as interim chief executive.

Mr Edy said he was delighted to bring Mike Snell on board, describing him as someone with a world-class understanding of in-store and online sales, as well as being a sports enthusiast in his own right.

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