DETROIT (AP) – Former Detroit Lions president Tom Lewand has been selected to lead a company that makes handcrafted wristwatches and bikes in Detroit.

Bedrock Manufacturing announced Thursday that Lewand would be Shinola’s CEO.

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Lewand could have stayed in the NFL, but says luxury goods retailer Shinola was the “most exciting” opportunity. He tells the Detroit Free Press “the things that I wake up thinking about now are ways that we can create more jobs in our community, create more jobs across the country and continue to grow the brand.”

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The Lions lost nine games last year, the team’s 13th losing season in 15 years. During last season, the team’s owner fired Lewand and the Lions general manager.

Lewand replaces Shinola CEO Steve Bock, who now is CEO of Filson, a Bedrock-owned outfitter.

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