John Fryer Appointed CEO of L2 Brands

L2 Brands has appointed John Fryer as its new Chief Executive Officer, effective September 28, 2026. Fryer joins the company from the apparel and licensed products sector, where he most recently served as President of Unrivaled Teamwear.

In his role at L2 Brands, Fryer will oversee the company's integrated operations, including commercial functions, product development, supply chain, and manufacturing. He has a track record of building brands and driving profitable growth.

The company, a portfolio company of Sentinel Capital Partners, aims to expand its presence in the collegiate, resort and destination, golf, and corporate markets. Fryer's experience is expected to guide L2 Brands through its next phase of growth.

L2 Brands designs, manufactures, and markets custom-decorated apparel and headwear across various end markets, including through its brands League, Legacy, Ouray, Locale, and Wild Tribute.