The Athlete’s Foot Elevates Matt Lafone to Global CEO
Stephen Garner
Senior Editor
The Athlete’s Foot (TAF) has promoted Matt Lafone to the role of global chief executive officer, effective immediately.
Lafone, who previously served as president and general manager of the Americas, joined TAF in 2021, and has driven positive results during his tenure, including a 45 percent increase in regional revenue—contributing $272.1 million to the 2024 overall performance.
Prior to joining TAF, Lafone was COO for Payless ShoeSource where he oversaw design, development, supply chain, marketing and franchising for its 750 international stores. Lafone also held the role of VP of sportstyle at Puma where he was responsible for driving wholesale revenue leading sales, planning, marketing and merchandising strategies.
Lafone said in a statement on Tuesday, that as he steps into the global CEO role, his vision is to “drive innovation, strengthen collaboration, and elevate the brand’s impact worldwide.”
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“It’s a true privilege to take on this role and continue the journey with The Athlete’s Foot,” Lafone said. “I’m inspired every day by the passion of our teams, the strength of our brand, and the trust of our partners around the world. As we look ahead, my focus is on deepening our connections, pushing innovation, and bringing greater alignment to how we show up across markets. Together, we have an incredible opportunity to shape what’s next for TAF—and I’m ready to get to work.”
Param Singh, owner and chairman of Arklyz Group—the parent company of The Athlete’s Foot—also shared his enthusiasm for Lafone’s new role, emphasizing the importance of the leadership transition.
“We are incredibly excited to have Matt at the helm of TAF’s global operations,” Singh added. “His deep understanding of the business, combined with his strategic vision, will be instrumental in driving TAF’s continued growth and success. As we work to further solidify TAF’s position as a leader in the industry, Matt’s leadership will be key in guiding the business through the evolving global market.”
This news comes after TAF opened a new corporate headquarters, flagship location and community center in Atlanta, Ga. in September. “This location is the first of its kind on Atlanta’s iconic Beltline and will serve as a cultural hub for community engagement and deeper connectivity,” Lafone said at the time.
Further plans to expand operations in Atlanta were also announced on Tuesday. The company said it will establishment of the TAF Global Center of Excellence to support both direct-to-consumer channels and franchise partners globally, driving innovation and optimizing operational efficiencies across TAF’s global network.
TAF said that the new center, which will be located in the same space as the recently opened flagship location, will focus on enhancing brand management, global merchandising, planning, marketing, finance, and store operations. It will also play a pivotal role in driving e-commerce strategy and content creation, acting as a support center for international franchise partners, the company noted.
