Chrome Industries names Slate Olson new president, moves HQ to Portland

Having announced that he would step down as Specialized’s chief marketing officer over the Christmas period Slate Olson will soon take on the role of President with Chrome Industries.

Wrapping up his role with Specialized next week following a two year stint, Olson brings to Chrome experience with Rapha and Nike, having served seven years with each.

The business will from April also relocate its headquarters from San Francisco to Portland, already the location of the brand’s ‘innovation lab’ and e-commerce efforts.

Olson said of the opportunity to return to Portland and remain in the bicycle business: “I am excited by the opportunity to take the lead at Chrome. Chrome has built a passionate and growing following by constantly delivering quality product and by having its finger on the pulse of the style and attitude of people who move their city — that won’t change.

“I know that the brand approach of consumer-direct, own-stores, and better retail partners gives Chrome every advantage to connect and build lasting relationships with our customers, making a larger impact in the cities where they live.”