Former Detroit Pistons Executive Awenate Cobbina Named CEO of Texas-Based Bedrock Manufacturing Co.

Awenate Cobbina has been named CEO of Bedrock Manufacturing Co. (BMC) in an expanded role, effective Jan. 1, 2022.

A Texas-based investment firm, BMC’s brands include Shinola and Filson. The Detroit-based Shinola produces watches, bicycles, leather goods, and other items. Seattle-based Filson is an outerwear company.

The extra responsibilities come as Cobbina presently serves as a member of BMC’s board and runs investing and philanthropic activities for its largest investor. Cobbina will spur overall daily business activities and oversee business development when Shinola and Filson are both positioned for growth. In that role, his duties include delivering quality products, superior results, a best-in-class culture, and purposeful brands, per a news release.

Before joining Bedrock Group L.P., the leading investor in BMC, Cobbina led operations as a member of the President Biden-Harris transition executive leadership team. He joined the transition from Pistons Sports & Entertainment and the Detroit Pistons. In that stint, he was vice president of public and business affairs and executive director of the Detroit Pistons Foundation. He was a vital leadership team member that moved the Pistons from Auburn Hills to Detroit in 2017.

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SOURCE: Black Enterprise