Saxx, makers of scrotum cupping underwear, have hired Tim Bartels as CEO. Bartels joins Saxx from Columbia Sportswear, where he was president of global footwear sales. Bartels will be responsible for all aspects of the brand worldwide including developing and implementing future strategic direction.

Press release below:


SAXX Underwear Co. Names Tim Bartels CEO


SAXX Underwear Co. is pleased to announce the addition of Tim Bartels as its newly appointed Chief Executive Officer, effective immediately.


Bartels joins SAXX most recently from Columbia Sportswear where he served as Vice President of Global Footwear Sales. There he delivered significant growth and was instrumental in developing a strategic plan to reinvigorate the Sorel business and brand worldwide.


Prior to Columbia, Bartels served as Vice President of Sales at KEEN, a fast growing brand in the Outdoor industry from 2006-2008. While at KEEN he executed global sales strategies that doubled the business and positioned the brand for future growth.


Prior to KEEN, Bartels was Senior Vice President of Sales at DC Shoes, from 2002-2006 helping to drive its significant growth in global revenue and then with the successful sale to Quiksilver in 2004. Bartels also served 15 years as a sales executive at NIKE and held numerous U.S. sales management and leadership positions within the company.


Mr. Tim Bartels stated on his new role: “I am thrilled and honored to join the SAXX team in its early stages of growth. The brand strikes an emotional connection with consumers with its innovative and award winning patented technology and construction. I see potential to leverage the tremendous success the brand has experienced in Canada and the U.S. to become a best in class market leader globally. It truly is the most functional and comfortable experience in performance underwear ever made.”


Terry Holland, Chairman of the board for SAXX commented: “On behalf of the Saxx board, we are so pleased to welcome Tim Bartels to our team. Tim’s leadership success and experience leading world class global brands in Action Sports, Outdoor and Athletic industries makes him the ideal person to lead our vibrant and growing company and build on the solid foundation built by Carol and David Hollands over the past four years. I look forward to working closely with Tim as he develops the future vision and strategic plan to take the brand to the next level.”


Bartels will be responsible for all aspects of the brand worldwide including developing and implementing future strategic direction.


About SAXX Underwear Co.


Based in Vancouver, Canada, SAXX Underwear Co., a subsidiary of No Limits Sportswear Inc., manufactures innovative underwear for men featuring patented internal mesh panels to allow for contact free support.