American sports brand Reebok has announced the appointment of its new CEO. According to the latest update, Reebok veteran Todd Krinsky will succeed Matt O’Toole, who has been leading Reebok for over 15 years.

Krinsky will be taking the helm as the new CEO of Reebok after being a member of the brand’s Senior Leadership Team for more than a decade. Krinsky’s predecessor Toole will be joining Authentic Brands Group, owner of the Reebok brand, in 2023.

Krinsky, who joined the US sportswear brand in 1992 as an intern was appointed vice president of the Reebok Design Group earlier this year. He was responsible for product management and design of the brand’s footwear and apparel.

Krinsky who was awestruck by the brand’s dedication to innovation and authenticity when he walked through the doors on his first day as a Reebok intern, is also credited with spearheading the Boston, Massachusetts-based brand’s Classics business.