Snipes Taps Under Armour Alum Kelley Walton as Chief Marketing Officer of US Market
Stephen Garner
Senior Editor
Snipes has named Kelley Walton as the new chief marketing officer for the U.S. market.
In her role, the sneaker and streetwear retailer said that Walton will hold authority and budget responsibility for all marketing activities at Snipes in the United States, overseeing every aspect from brand positioning to consumer engagement and market growth. She leads the marketing organization, ensuring alignment with the company’s long-term vision while navigating a competitive landscape, Snipes said.
Walton will also be responsible for Snipes Serves, the company’s dedicated community and giveback initiative.
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“Snipes is more than just a retailer – it’s a cultural movement,” Walton said in a statement. “Being part of a brand so deeply rooted in culture and community truly resonates with me. I can’t wait to bring my global experience, think big, and help drive the brand to new heights.”
Walton joins Snipes from Amazon Music, where she most recently held the role of head of global brand and integrated marketing. Prior to this role, she was the vice preside of global marketing at the National Basketball Association (NBA) from 2020 to 2022 and served as the head of global brand experience at Under Armour. Walton also held marketing roles at LVMH, Heineken USA, ESPN and The Coca-Cola Company.
Martin Badour, president of Snipes USA, added that the company is “beyond excited to welcome Walton to the Snipes family. “Her deep understanding of cultural marketing and her strategic vision will be instrumental in elevating our brand and deepening our connection with our communities,” Badour said. “With her leadership, we are confident that Kelley will drive impactful marketing activations, boost brand awareness, and lead exciting future collaborations and projects to elevate Snipes in the U.S.”
There has been major movement in the Snipes leadership ranks in the past year. Aside from Walton’s new role, Badour joined the retailer last May, succeeding Jim Bojko in the role as president.
In January 2024, the company announced that Sven Voth was stepping down from his role as chief executive officer. At the time of the announcement, Snipes said Voth would remain with the company as founder in a two-year transition before moving into a consultancy role on Jan. 1, 2026.
