Ex-Speedo boss to run New Balance European push

New Balance has appointed former Speedo marketer Eve Davies to its top European marketing role. Formerly global product vice-president at Speedo International, she replaces Tobi Richter as European marketing director.

Richter quit the company to return to his native Germany (MW March 17) just weeks after the sports brand announced a &£6m marketing push across Europe (MW February 3).

Davies will be responsible for product and communications, and will report to Alistair Cameron, European general manager. She spent more than 15 years at Speedo, in roles including international marketing director and global product director. Davies was behind the launch and development of Speedo’s Fastskin project and introduced category management, which is now also being implemented at New Balance.

The fast-growing sports shoe manufacturer has reorganised into three main categories to target different consumer segments: fitness, elite running and lifestyle.

The brand launched its first European advertising campaign in February. Also rolled out in Asia and Africa, it carried the strapline “Life with Balance” and was aimed at slightly older, more sophisticated consumers.

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