Next Level Apparel (NLA) announces a major addition to its executive team. Michael (Mike) Alexander takes on the role of president. Alexander comes from Careismatic Brands Inc. where he served as executive vice president. He brings 10 years of executive leadership experience in the apparel industry, including B2B and D2C sales, product design and merchandising, marketing, and customer service, to the role.

“This is a big win for us,” says NLA CEO Randy Hales in a press release. “Mike is joining us at time when we have a lot of momentum and he makes us that much stronger. He played a key role in the growth of Careismatic from $200M to over $600M during his tenure, including a three-year initiative that grew the digital revenue side of the business to over $100M.”

As president, Alexander has leadership responsibility for NLA sales, marketing, and product management. He’ll also focus on implementing initiatives that deliver a “cross-functional go-to-market approach” to grow NLA’s top line.

“This is like joining a team on its way to the Super Bowl,” adds Alexander. “I’m thrilled to be joining the company and to do my part to build upon the successes at Next Level Apparel. I believe there are many opportunities to expand our product offering in adjacent categories and grow with both our existing customers and new ones, along with extending our global footprint.”

The news comes just days after NLA announced its latest move toward 100% U.S.-grown cotton. The partnership with Honduras-based GK Global allows NLA to nearshore fabric supply, shorten lead times, and reduce geopolitical risks.