Rhone has brought a new chief marketing officer on board.
The Connecticut-based active and lifestyle brand has hired Bethany Evans, whose 15-year career includes The North Face and Southwest Airlines, to oversee marketing and creative efforts in an effort to increase brand awareness, enhance customer acquisition and retention, and advance the company’s Mental Fitness mission.
Evans’ prior positions included vice president of Americas marketing at The North Face, where she launched the brand’s XPLR Pass loyalty program. She also worked on the company’s Climb Festival. Before that, she led Southwest Airlines’ first influencer program and worked on brand activations and the launch of the airline’s first international flights.
Evans is the company’s second chief marketing officer, a role that Adam Bridegan held previously. He left Rhone in 2021 after eight years and in the years since, the marketing has been handled by an internal team, a spokesperson said.
Rhone, which was founded by Nate Checketts and his brother Ben in 2014, currently operates 15 stores across the U.S. and earlier this year expanded into womenswear. Since the beginning the company has worked to destigmatize mental health issues, and last month, it partnered with NBA All-Star Kevin Love on a campaign designed to raise awareness of both mental and physical well-being. Love, along with its LPGA ambassadors Lilia Vu and Lauren Hartlage were featured in a new advertising campaign, “Head in the Game,” which shines a light on the importance of mental health for not only professional athletes but weekend warriors as well.
