Spanish contemporary sneaker brand Hoff is bringing in a Nike veteran to helm the company as it plots further growth.
On Wednesday, the 10-year-old shoe company named Nicolas De Ros Wallace as its new chief executive officer, effective May 1. The company noted that the decision, led by founder and chairman Francisco Marchena, “marks a new phase of international expansion and brand consolidation” for Hoff. Marchena will continue to lead the company’s long-term vision as chairman, with a focus on brand strategy and creative direction, Hoff noted.
De Ros Wallace will work with Marchena to accelerate brand growth, with the goal to triple the business over the next five years, with a clear focus on strengthening brand equity, expanding internationally, and elevating the customer experience across all channels.
“We have built a brand with clear positioning and significant potential,” Marchena said in a statement. “Nicolas brings the international experience, leadership, and global perspective needed to successfully lead this next stage of growth.”
De Ros Wallace joins the company from Canyon Bicycles, where he served as CEO since 2022. Prior to this role, he spent nearly 11 years at Nike, Inc., holding several leadership roles including vice president and general manager of Jordan Brand for EMEA, general manager of football for Southern Europe and senior category business director for running in Western Europe.
A Hoff store in Oviedo, Spain.
NurPhoto via Getty Images
Before Nike, De Ros Wallace spent 13 years at Inditex, where he held roles like global director of women’s shoes and bags at Zara and global director of footwear at Pull & Bear.
“Hoff has built a strong foundation and a distinctive brand identity,” De Ros Wallace added. “My focus is to build on this momentum, accelerating global growth while continuing to connect meaningfully with consumers worldwide.”
This announcement comes after the February openings of Hoff’s second London location in Covent Garden and the brand’s first Netherlands flagship in Amsterdam.
Hoff is present in over 20 markets, achieving a 50 percent compound annual growth rate over the past five years and increasing annual revenue from 17 million euros to 77 million euros. The brand operates 19 stores in Spain, 7 international stores, and 18 owned corners, with more openings planned across Europe, Spain, and Latin America in the coming months.
