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Champion has named Richard McLeod as its new vice president and chief marketing officer.
Mr. McLeod is tasked with driving global brand strategy and omnichannel brand positioning for the HanesBrands-owned company.
“Champion is a lifestyle brand born from sports, so as a former college athlete, I am motivated to elevate the iconic brand by maximizing its untapped global potential. It’s a meaningful tradition,” McLeod said. “I am incredibly inspired by the evolution of Champion through our Champion What Moves You campaign, which is having a meaningful impact on consumers and communities around the world. This campaign is already a great start to the next phase of the brand’s storied heritage, and we’re thrilled to be a part of it. ”
Mr. McLeod joins Champion from Canada Goose, where he was senior vice president of the brand. In that role, he was responsible for the evolution, growth and performance of the brand. McLeod has also held multiple positions at Foot Locker Inc., Hennessy and Bacardi USA.
“The next chapter of Champion’s story is at the forefront of our global growth strategy,” said Vanessa Lefebvre, Champion’s president of global activewear. “We are excited to leverage Richard’s extensive experience in global brand management, knowledgeable insights into our key consumers, and dynamic leadership style. Building a community-driven, digital-first brand focused on will strengthen our connection with consumers around the world.”
The appointment comes months after Hanesbrands hired Goldman Sachs and Evercore to explore “strategic options” for Champion. WWD has since learned that G-III Apparel Group, Authentic Brands Group, WHP Global and Marquee Brands have expressed interest in acquiring the company.
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