“It’s been a tough few months for me, but I think it’s a sign that the Lions are beginning to get the message that the company is serious about its core business.”
The stock jumped more than 2% to $8.25 on Friday, a big boost from Friday’s close of $5.50.
Ebony shares closed Friday at $865.
The stock has surged 20% since it closed Friday’s session at $5,800.
It was up nearly 20% in the three months through Thursday.
The announcement was made at the end of the day on Twitter, where the company announced the addition of new team members to its marketing team and the rebranding of the company.
Ebony said on Twitter the decision to hire a new head of communications was “due to the fact that the current team has not met the expectations of the brand and the company,” according to a report by CNBC.
The team of team leaders, executives and media experts is headed by Scott Miller, the former NFL Media Director.
Miller was also the CEO of the NFL Network and has since left the company to focus on the Lions and other projects.
The new team, which includes new senior executives, is made up of former Lions head of digital media Matt Cavanaugh, former Lions CEO Brandon Fitch and Lions VP of media relations and social media Dave Loeffler.
Cavanaugh was formerly a vice president of digital and digital media at Comcast, according to the LinkedIn profile.
The Lions said Miller will serve as the new team chief.
The company is also bringing in former NFL Vice President of Media and Media Relations, Rob Chasnick, to serve as a consultant.
Chasnick previously worked as the vice president for communications at NFL Network, according the LinkedIn page.
Miller said he had no comment to make on the new hires, but that he was confident that Ebony would be a successful business.
“I think we’re in a really good place,” he said.
“We’re not where we need to be yet, but we’re close.”
Miller also added that the brand is “not as popular as we were in the past,” as the company has struggled to sell high-end products to more casual and low-income customers.