Nester Hires Jamie Bethke as General Manager and VP of Sales for Fox River

May 26, 2026

Consumer products and footwear veteran joins Fox River to grow legacy performance sock brand

Mount Airy, NC (May 26, 2026) /OUTDOOR SPORTSWIRE/ – Nester is excited to announce the appointment of Jamie Bethke as General Manager and Vice President of Sales for Fox River, the legendary performance sock brand within the Nester portfolio. Bethke, based in Kansas City, Missouri, brings more than 25 years of consumer products and footwear industry experience to the role and will be responsible for driving sales growth, expanding market reach, and building on Fox River’s storied heritage.

Bethke is no stranger to the Nester team. His relationship with Nester CEO Kelly Nester dates back to 2001, when both companies became Licensees with Woolrich; Bethke’s company, Elan Polo, for footwear, and Nester Hosiery for socks. Over the ensuing decades, Bethke built longstanding working relationships with several members of the Nester leadership team, including Gina Ross, EVP of Product, and Chris Nitzsche, SVP of Nester, a fellow Missourian and longtime colleague and friend.

Spending nearly 22 years at Elan Polo International, the St. Louis-based global footwear company, Bethke rose through the ranks to serve as Executive Vice President. While he was there, he led cross-functional teams spanning product development, design, marketing, sourcing, and sales, and helped build strong partnerships with major national and international retailers. He subsequently served as Head of Global Development at Calson Investment Ltd. and, most recently, as Senior Vice President of Product and Sales at The United States Playing Card Co., a Cartamundi Company, the global playing card and board game leader.

“Jamie and I have known each other for over two decades,” says Kelly Nester, CEO of Nester. “Watching his career grow over the years, I’ve always known that we would welcome the opportunity for him to join the Nester team when the time was right. Having Jamie lead Fox River at this time feels like the right fit for the future direction of the brand.”

Nester acquired Fox River in 2025, and Bethke will step in to lead a brand whose heritage spans more than a century and has long been trusted by outdoor enthusiasts, military personnel, and everyday consumers alike.

“I am thrilled to join Nester Hosiery as General Manager and VP of Sales for the Fox River brand,” says Bethke. “Fox River has a legendary heritage, and I look forward to working with this talented team to expand our footprint, leverage our innovation, and aggressively drive market share growth.”

As General Manager and VP of Sales at Fox River, Bethke will be responsible for driving sales strategy, overseeing the brand’s sales force and merchandising direction, and growing distribution across multiple channels. His appointment reflects Nester’s commitment to investing in experienced, relationship-driven leadership to accelerate the growth of its portfolio.

To learn more about Fox River, visit foxsox.com. Media inquiries should be emailed to Abby Harris, abby@darbycommunications.com.

About Nester

Based in Mount Airy, North Carolina, Nester is a leading manufacturer of high-performance merino wool socks and accessories. The company’s family of brands includes Farm to Feet®, Fox River®, Pistil®, and Anywear Essentials®, alongside a broad portfolio of private label, OEM, and licensed offerings that serve major retailers and specialty brands globally. Nester is also an established supplier to the U.S. government, committed to providing the comfort, durability, and performance demanded by those who serve. With more than 30 years of vertically integrated, U.S.-based manufacturing, Nester is recognized for its unwavering commitment to sustainability, performance, and product excellence.

Contact:

Abby Harris
Darby Communications
abby@darbycommunications.com