Los Angeles, Calif. - June 30, 2020 - Lasso, a performance compression garment leader, announced today that Scott Sorensen has joined the company as Chief Marketing Officer (CMO). As CMO, Scott assumes responsibility and will lead all consumer and product marketing and branding strategies, as well as building the systems to execute on these strategies. In this newly created role, Scott joins the senior leadership team and reports to Partha Unnava, CEO and founder of Lasso.
Sorensen’s professional career spans more than two decades in senior executive roles with premium performance consumer products, starting as a startup member of the Action Sports brand Dragon Alliance in 1993. At Dragon, Sorensen was an integral part of the development of the brand, and was responsible for the effective brand positioning, marketing strategies and brand growth that built the company as a worldwide leader. In 2008, Sorensen left Dragon after its sale to eyewear giant Oakley to join FGX International, where he would take over the Quantum Optics division of premium performance brands. There, he managed the Anarchy, Angel, Gargoyles, Body Glove, and Rawlings brands in the action sports, traditional sports, military protection, fashion, and optical markets. Scott most recently took the helm of Gunnar Optiks in 2016, a well-known gaming and esports eyewear company. While there, he rebuilt the brand to profitability, and returned it back to the number one position in the category.
“Scott is well-reputed for his work in the action sports industry, serving as a marketing executive, founder, and president for several other brands that he built from the ground up to a level of wild success. His experience building and scaling marketing teams is going to be critical for us as we grow Lasso, and we are very excited to have him on the team,” said Partha Unnava, founder and CEO. “As a past consumer brand entrepreneur, he knows how to navigate the transition from startup to emerging growth company, and his experience comes at a time when we are undergoing this same transition.”
Scott’s approach to building and scaling brands combines developing market unique processes and solutions with building a lifestyle partnership between the brand and the user. At Lasso he will implement his extensive expertise in building brand recognition and desirability to drive the expansion of the company’s consumer product alignment, and market growth initiatives.
"I'm very excited to take this new role at Lasso and join such an innovative team,” said Mr. Sorensen. “Lasso has an exceptional performance product that addresses a real growing need in human movement improvement and joint stabilization that is applicable in so many market applications. My responsibilities will reside in the betterment and the growth of the Lasso brand. And, I am looking forward to working on its expansion and scaling it to the next level with this exceptional team. I am truly excited for this new challenge and journey.”
Off the court, Sorensen resides in Southern California, and is a loving husband and father of two children that he cherishes deeply. He is also an avid artist and illustrator who loves to keep his mind creative. Scott still enjoys being active and participating in action sports, which is where he began.
Founded in 2018, Lasso is a movement company, led by the mission to improve human movement for everyone on a daily basis. Lasso manufactures proprietary patented compression garments that provide joint stability and circulation improvement to advance how the body moves. These products are used by young athletes, weekend warriors, trade professionals, elderly, and professional athletes during training, performance, recovery and rehabilitation. Learn more at www.lassogear.com.