HanesBrands has named Richard Mcleod to the role of vice president, chief marketing officer of its global Champion business, the company announced Friday.
In his new role, Mcleod will be responsible for overseeing global brand strategy and omni-channel brand positioning for Champion, according to the release.
Mcleod was most recently senior vice president at outerwear brand Canada Goose, where he managed the brand’s “evolution, growth, and performance,” per the release. Prior to that, he was vice president and general manager of Foot Locker Canada, where he worked on strategic growth initiatives for the company “while inspiring and empowering youth culture,” the release says.
In addition to these roles, Mcleod served as vice president of North America marketing for Foot Locker Inc. and vice president of U.S. marketing for Footaction. He also had senior leadership roles at alcohol brands Hennessy and Bacardi USA, where he focused on marketing and brand growth for products including Grey Goose, Bombay Sapphire and D’usse Cognac, per the release.
“Champion is a lifestyle brand born from sport, so as a former college athlete, it’s that meaningful heritage that motivates me to elevate the iconic brand by maximizing untapped global potential,” Mcleod said in the release. “I’m incredibly inspired by the evolution of Champion through the ‘Champion What Moves You’ campaign, which is generating meaningful impact with consumers and communities around the world.”
Earlier this week, Champion announced a partnership with technology firm CiCLO Textiles to create a collection of crewnecks and joggers designed to reduce plastic textile pollution.
However, the Champion brand showed a 19% sales decline in recent Q3 earnings and HanesBrands announced in September that it was exploring options for the business, including a potential sale.
“The next chapter of Champion’s story is at the forefront of our global growth strategy,” Vanessa LeFebvre, president of HanesBrands global activewear, said in the release. “We are excited to tap into Richard’s extensive experience in global brand management, knowledgeable insights around our core consumers, and dynamic leadership style. Adding Richard to the team will strengthen our connectivity to global consumers by building a community-led, digital-first brand focused on culture.”
