Dive Brief:
- Authentic Brands Group has appointed Warren Bowers as its first general manager of Africa, according to a release sent to Fashion Dive. The position is effective immediately.
- Bowers has is tasked with expanding the company’s strategy and strategic partnerships in the region and will be based in Cape Town, South Africa. He was most recently managing director at South Africa-based distributor Bounty Brands. Prior to that, he spent more than 12 years at Adidas, including more than six years as senior retail director.
- The appointment follows Authentic’s hire of its first Australia-based employee, Lim Mi-Kyoung, who was named senior vice president and head of Australia and New Zealand in April.
Dive Insight:
In 2022, Bounty Brands subsidiary Bounty Apparel was tapped to distribute Reebok in South Africa following Authentic’s acquisition of the athleticwear brand.
“We had the privilege of working closely with Warren during Reebok’s launch across Africa and are excited to welcome him as Authentic’s first team member based in the region,” Henry Stupp, Authentic’s regional president of EMEA and India’s lifestyle division, said in the release.
Authentic said in the release that the company is recruiting talent in an effort “to expand its physical presence with new offices globally” and that Bowers would be part of a plan “to drive long-term growth…across an increasingly engaged region.”
“This strategic appointment underscores Authentic’s commitment to expanding its presence in emerging markets worldwide where our brands can lead,” Stupp said.
Bowers brings “more than 25 years of experience in the fashion, outdoor, and sports sectors” to Authentic, including work in the retail, wholesale distribution and licensing sectors, per the release.
“The African market presents a tremendous opportunity for growth, and I am excited to work with our partners to expand our brand presence, drive long-term growth and create lasting value in this diverse region,” Bowers said in the release.
Earlier in June, Authentic announced it would acquire the Champion brand and business from HanesBrands in a $1.2 billion deal. Authentic said in a statement that it would convert Champion to a licensed model and that it was “in discussions with several existing and potential operators in key regions” to manage and maintain the brand’s global presence.
