L2 Brands (asi/75402) has a new CEO.

John Fryer, L2 Brands (asi/75402)

The Hanover, PA-based supplier and parent company of brands including League and Legacy announced that John Fryer is assuming the company’s top role.

Fryer most recently served as president of Unrivaled Teamwear, a carve-out from Hanesbrands and the parent of Champion Teamwear, Gear for Sports, and Knights Apparel brands.

“I am honored and excited to join L2 Brands,” said Fryer. “L2 has built an outstanding reputation based on great brands, exceptional products, deep customer relationships and, importantly, a talented and passionate team. I have tremendous respect for what L2 has accomplished and see an enormous opportunity to build on that foundation.”

Fryer joins L2 at what the company says is a pivotal time. Earlier this summer, L2 inked a deal to acquire national park-inspired brand Wild Tribute. It’s also the parent company of League, Legacy, Ouray and Locale.

Fryer will lead L2 as it continues to expand its position across the collegiate, resort and destination, golf and corporate markets.

Paige Wingert, co-founder of Legacy Headwear, and Evan Toporek have served as interim co-CEOs during the company’s leadership transition. The two said they will work closely with Fryer to ensure a seamless transition before returning to their positions on L2’s board of directors.

“We are thrilled to welcome John to L2 Brands,” Wingert said. “Throughout this process, we were looking for a leader who understood what makes L2 special – our people, our brands, our customers and the culture that has been built over more than three decades. John brings the leadership experience, energy and values that we believe make him the right person to lead L2 into its next chapter. I am excited about what lies ahead for the company and our team.”

L2 Brands is a portfolio company of Sentinel Capital Partners. The firm was established in 2018 after League and Legacy merged into one combined company. Both brands were founded in Pennsylvania in the early 1990s.