Marc Held has played a lead role in engineering success at some of the largest suppliers in the promotional products industry.

Now, the longtime promo veteran is taking his talents to L2 Brands as the newly appointed president of the private equity-backed manufacturer of custom apparel and headwear. Held officially began in the role in mid-January, reporting to L2 Brands CEO Connor Knutson.

Marc Held, L2 Brands

“I’m thrilled for this new opportunity,” Held told ASI Media. “The people, the products and the company culture were all really big draws. There’s so much we can accomplish and I’m excited about what lies ahead.”

Going forward, Held will be overseeing all customer-facing aspects of L2 Brands, including sales, customer service, merchandising and marketing.

Two Pennsylvania companies that have histories going back to the early 1990s – League and Legacy – merged to form L2 Brands in 2018. The company, which owns wearables brand/supplier Ouray Sportswear (asi/75402), specializes in selling to markets that include destination, collegiate, golf and corporate.

“Marc’s deep knowledge of the custom apparel space and demonstrated record of driving sales expansion will help us elevate L2 Brands to the next level,” Knutson told ASI Media. “We’re excited for what’s to come.”

Held most recently served as senior vice president of sales and customer service at Counselor Top 40 supplier alphabroder (asi/34063), which became part of Counselor Top 40 supplier S&S Activewear (asi/84358) last year.

“I’m thankful for the nearly 27 years I spent with AB,” Held said. “I’ve left one great company for a fantastic opportunity at another.”

“Marc’s deep knowledge of the custom apparel space and demonstrated record of driving sales expansion will help us elevate L2 Brands to the next level.” Connor Knutson, L2 Brands

Beyond alphabroder, Held has served as president/chief revenue officer of NAPCO/Promo Marketing Media Group and vice president at Counselor Top 40 supplier Hit Promotional Products (asi/61125). Held was also vice president of former Top 40 supplier Bodek & Rhodes, which was absorbed into alphabroder. (His 27 years at alphabroder are inclusive of his time with Bodek.)

Sentinel Capital Partners, a New York City-headquartered private equity firm, acquired L2 Brands in 2022.

Sentinel focuses on what it describes as niche markets in the business services, consumer healthcare services and industrial sectors. The firm says it has raised more than $11.2 billion of capital since its inception in 1995. Sentinel’s portfolio has included household names, such as current holding Pizza Hut.