Described as “a very experienced business leader with first rate footwear and apparel credentials” by inov-8 founder Wayne Edy, Baird joins the brand from Americana, the company behind the Bench clothing brand.
He previously held managing director positions at Timberland Europe, adidas Northern Europe and Dunlop Slazenger International.
Baird was also group president of heritage brands at Wolverine Worldwide.
He replaces Robert Perkins, who joined inov-8 as global operations director in 2008 and assumed CEO responsibility in 2011.
Perkins has been instrumental in the company’s growth over the last five years, building a team of 70 staff, 30 sales agents and 30 distributors around the world.
“We are very grateful for Robert’s huge contribution to inov-8,” Edy says.
“He joined the business when we were very small and played a major role in building our UK, US and international businesses before taking on the CEO role.
“As chief executive, Robert has helped develop and maintain inov-8’s unique culture, brand positioning and successful track record in product innovation.
“He stands down with the business in great shape and with a strong order book for 2014.”
Edy says of Baird: “We are confident he is the right person to take the business onto the next stage of its development and growth.”
Baird says: “I love the genuine nature of the inov-8 brand.
“It’s real and has that special quality about it that brands get when everyone in the business believes in and shares the same goals.
“I see a real opportunity to build on the great work that has been done already at inov-8 and grow a truly world class business on the international stage.”