Dallas-Based RIP-IT Sports Names Former American Airlines Exec as First CMO Amid Launch of Female-Exclusive Athletic Shoes

Gauge Capital-backed RIP-IT, driven by a "built by women, for women" philosophy, has appointed Amy Craven as CMO to spearhead the launch of its innovative volleyball and softball shoes. Under the leadership of new CEO Janelle Anderson, the company is riding the global momentum around investment in women’s sports.

Dallas-based RIP-IT Sports, a company dedicated to enhancing female athletic performance, has appointed Amy Craven as its first chief marketing officer, the company announced Thursday. Craven, a former American Airlines executive, joins RIP-IT as it prepares to launch new volleyball and softball shoes designed exclusively for female athletes.

The appointment is a strategic move by newly appointed CEO Janelle Anderson, a former Pepsico and American Airlines exec who joined RIP-IT in April. The company, which designs its gear in Orlando with financial backing from North Texas-based Gauge Capital, is positioning itself to capitalize on the growing momentum around women’s sports.

Janelle Anderson

“Athletes and fans alike are done with the ‘Pink It and Shrink It’ mentality that has dominated sports for far too long, as women are built to live and play differently than men,” Anderson said in a statement. She added that Craven is joining RIP-IT “at a critical time for not just our organization, but the entire women’s sports ecosystem, when the brands that are truly invested in this space must step up to drive awareness and support of female athletes.”

Craven brings more than 18 years of marketing experience to her new role. She’ll lead the consumer launch of RIP-IT’s FUTURE Volleyball Court Shoe and Ringor Pro Softball Cleat, both designed exclusively for female athletes. The company said Craven will grow the RIP-IT brand through paid and owned content, as well as earned media and influencer engagement.

“The common vernacular right now is that women’s sports isn’t having a moment, it’s a movement,” Craven said.

RIP-IT, the new CMO says, is a sports brand being led by women, for women: “This isn’t a baseball company that decided haphazardly to expand into softball. RIP-IT is first and foremost built to get girls and women to join—and stay in—the game.”

According to the company, RIP-IT’s FUTURE Volleyball Court Shoe, which will be available nationwide at the company’s website and select retailers, features innovations designed specifically for female volleyball players. These include a custom fit system, a wider toe box, and enhanced sole traction.

The company said that in a recent pilot study by VERT Performance Lab, the shoe lessened the impact from landings that lead to injuries by 63.24 percent.

The company’s focus on women’s sports aligns with recent market data. Citing the July 2024 “Rep Her” report by Klarna and Sports Innovation Lab, RIP-IT notes that women’s sports merchandise represents a $4 billion unmet opportunity. “Not the least of which is apparel and gear built to enhance performance for girl and women athletes,” the company added.

Founded in 1999, RIP-IT Sports has been investing in research and technology to design and produce innovative gear and apparel for female athletes in softball, volleyball, soccer, and athletic training. Now, as RIP-IT continues to expand its product line and market presence, the company plans to unveil its newest gear and apparel with the help of top-tier collegiate volleyball and softball players. These initiatives, it said, along with potential NIL deals with collegiate athletes, are part of RIP-IT’s commitment to supporting and promoting women’s sports at all levels.