Nike picks marketer to lead brand as part of management shake-up

Nike has promoted marketer Trevor Edwards to president, replacing company veteran Charlie Denson who is to retire, one of a slew of executive management changes the sportswear company hopes will “accelerate innovation and elevate design”.

Edwards, currently executive president of brand and category management, will replace Denson in January 2014. He will lead strategy for the master brand Nike in all categories and territories as well as manage sub brands Jordan and Action Sports.

The team behind Edwards will be realigned to reflect Nike’s increasing focus on e-commerce and multi-channel integration. The company says in a statement the management shake-up (see box below for details) reflects its “focus on the consumer” and plans to “accelerate innovation, elevate design, align product and merchandising excellence…….”

The company will be hoping the changes help maintain the momentum it has built this year after a period of slower growth. In March, the company reported a 9 per cent increase in revenues to $8.2bn (£5.4bn) for the three months to February 2013, with strong US sales offsetting weaker growth in China.

Separately, Nike has been lauded for its real-time marketing reaction to celebrate basketball team Miami Heat winning their second straight NBA championship and the team’s star and Nike brand ambassador LeBron James winning the most valuable player accolade.

The YouTube clip (see above), which ran as the final whistle sounded to confirm Miami Heat’s victory, featured an eclectic bunch of celebrities including Dr. Dre and Warren Buffett congratulating James.  

Nike’s management shake-up

  • Charlie Denson, Nike brand president to retire in January 2014.
  • Trevor Edwards, executive vice president of brand and category management, will take over as brand president.
  • Eric Sprunk, executive vice president of merchandising and product, will become chief operating officer.
  • Jeanne Jackson, president of direct-to consumer, will become president of product and merchandising.
  • Dr. Thomas Clarke, president of new business development, will become president of innovation.  

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