JD Sports marketing director handed job of reviving Allsports

JD Sports has handed marketing director Steve White the task of overseeing its Allsports stores, following its &£18m purchase of the beleaguered retail chain this week.

White has headed marketing for JD Sports shops for more than a year. He was previously marketing director of parent company John David Group’s fashion unit, and prior to that held the role of group creative director. White’s predecessor, Andrew Helme, quit in April 2004 to become a consultant on store openings for a variety of sportswear brands.

Allsports made its whole marketing department redundant last month amid the closure of 92 of its 264 outlets (MW October 6). Administrator BDO Stoy Hayward decided to axe 1,300 employees, including the marketers, who were based at the Stockport head office. John David Group, which owns JD Sports, bought 177 stores across the UK this week. They will continue to trade under the Allsports brand.

Allsports is the current shirt sponsor of Premiership football team Charlton Athletic, but the club has already admitted that it is seeking other sponsors to replace the brand, possibly before the current deal expires at the end of this season (MW October 20). It is not known whether JD’s acquisition of Allsports will affect Charlton’s search for a successor.

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