Chris Satchell is trading running shoes for cable TV, broadband and online video: The former head of Nike’s consumer technology group has joined cable giant Comcast as chief product officer.

In the role, Satchell will lead Comcast’s product teams in Philadelphia, Denver and Silicon Valley. He takes over the position from Charlie Herrin, who now serves as Comcast’s executive VP of customer experience.

At Nike, Satchell was consumer technology officer in charge of 1,600 employees within Nike’s Consumer Digital Technology group, which designs, builds and operates apps and services globally. Prior to Nike, he was CTO and exec VP of R&D at Internal Game Technology (IGT), a gaming and lottery systems company. Before that he was CTO for Microsoft’s Interactive Entertainment Business responsible for product and technical development across multiple areas of the gaming business, including Xbox, Games for Windows, Xbox Live and Microsoft Game Studios, and held other senior-management roles during his time at Microsoft, which he joined in 2002.

“Chris is a world-class technologist with a track record of creating products that consumers love,” Comcast Cable president and CEO Neil Smit said in a statement. Added CTO Tony Werner, “Chris’s depth of product development experience across a variety of leading technology companies makes him uniquely qualified to lead this important work.”

Comcast is the biggest cable company in the U.S., with 22.4 million video subs and about as many broadband customers at the end of the first quarter of 2015. The MSO was looking to get even more massive with its bid for Time Warner Cable — but it scrapped the deal after resistance from regulators. Charter Communications, backed by John Malone, has since reached a deal to buy TW Cable.