K-Swiss has tapped Andrew Richard as its new VP of lifestyle.

In his new role, Richard will be tasked with leading lifestyle sales for the Americas region, including the wholesale sales team and K-Swiss distributors, according to the Los Angeles based shoe company. He will report to Barney Waters, who rejoined K-Swiss as international brand president in November.

“Andrew’s combination of sales, strategy, planning and merchandising makes him the perfect fit,” Waters said in a statement. “As we evolve the brand with a wider, and more premium assortment, his skillset and experience will be extremely valuable.”

Richard joins K-Swiss from FootBalance System, where, as VP/GM of North America, he and his team built and expanded the distribution of the company’s 3D foot scanning and custom insole technology.

“I’m delighted to join a brand with such a storied history, and so much future potential,” Andrew added. “Leaning on K-Swiss’ leadership in tennis to build a lifestyle business is a big opportunity.”