Whoop, the Boston‑based maker of a screenless fitness‑tracking wristband, announced that former Nike CMO Dirk‑Jan van Hameren will step into the chief marketing officer role later this month.

Van Hameren, a Dutch Olympic track cyclist turned marketer, rose from a mailroom assistant in 1992 to Nike’s CMO in 2018 before retiring in 2023.

The hire signals Whoop’s push to broaden its appeal beyond core fitness enthusiasts toward a global consumer base, including women, and to sharpen brand positioning ahead of a planned IPO.

Van Hameren brings deep experience scaling global campaigns and a network that could lift Whoop’s valuation. Investors will watch how his leadership translates into market share gains against rivals like Apple and Garmin. His focus on data‑driven storytelling aligns with Whoop’s subscription model, potentially boosting recurring revenue streams.

If the brand gains traction, the company could command a higher pre‑IPO price, drawing institutional capital and accelerating entry into international markets.