SG Companies, formerly known as S. Goldberg, has unveiled a leadership succession plan that will see its current CEO Bernie Leifer step down after 30 years of leading the company.

In addition, the company has named Matt Feiner, formerly of Reebok and Stride Rite, as its new CEO. Leifer will transition to the role of chairman, effective Jan. 1, 2017.

Prior to his appointment, Feiner most recently served six years as senior vice president and general manager of Stride Rite’s wholesale division. Before that, he spent 19 years with Reebok, where he held several key leadership positions across sales, product and merchandising.

“Matt has a proven track record of success throughout his career, and we are thrilled to have him now at SG Companies,” says Leifer. “He is very sales- and product-driven, and he has a strong background working for very structured companies with lots of systems, SG is at a point where that experience is needed.”

SG Companies currently includes four divisions under its corporate umbrella–SG Footwear, SG Messer Group, SGI Apparel Group and Rugged Shark.