Who We Are

Priority Athletic was founded in January 2023 by a collective of athletes, creatives, and entrepreneurs united by a mission to redefine great athletic products.

James Carnes leads our innovation and product design. As an innovator, brand strategist, and product designer, James brings over 25 years of experience in footwear design, sustainable sportswear, and brand strategy from his role as Former Global Creative Director and Head of Brand Strategy at Adidas. Though he can run a sub-3:00 marathon, James doesn't identify as just a runner—he does 50 push-ups daily, rides a bike, practices yoga, and experiments with longevity supplements. Contact James at james@iampriority.com

Mikkel B. Rasmussen oversees customer experience and product inspiration. As co-founder of ReD Associates, the world's leading human science-based strategy consultancy, Mikkel specializes in consumer behavior, innovation, and business growth. A lifelong cyclist since age 8, he plays tennis in summer, runs in winter, and explores cold water swimming. Contact Mikkel at mikkel@iampriority.com

Mark Herbert ensures our operations run smoothly. A specialist in supply chain, e-commerce and trade. Mark joined Priority as a consultant in 2024 after serving as general manager at CHPT3. He's an avid cyclist with expertise in bike fitting. Contact Mark at mark@iampriority.com

Conor Brady guides our creative vision, leading brand and digital design. A pioneering digital CCO with 15+ years of experience, Conor has shaped digital experiences for Apple, BMW, NYTimes, and Specialized. His passion for cycling began at age 11 with his first race victory, sparking a lifelong devotion to bike culture. Living by a "No Days Off" philosophy, you'll find him riding roads or gravel in upstate New York or trail running through Dolomite thunderstorms. Contact Conor at conor@iampriority.com