Pentland’s Kickers hires marketing chief

Footwear and clothing manufacturer Pentland Group has appointed Willie Irvine as the first marketing director of its Kickers range.

Irvine joins Pentland from marketing and design consultancy Kysen, where his clients included Reebok and Comet.

Irvine was previously European sales and marketing director for Dunlop Slazenger.

He was also marketing controller of Whitbread Beer Company, working on brands such as Heineken, Stella Artois and Murphy’s. He oversaw the launch of Boddington’s draughtflow bitter.

The Kickers range includes men’s and women’s clothing and shoes.

Creative advertising for Kickers is handled in house by Pentland, after the account was stripped from Mother in March last year. Media planning and buying is handled by Rocket.

Pentland spent £500,000 on advertising for Kickers in the year to June 1999 (AC Nielsen-MEAL).

The most recent campaign broke last spring, featuring poster ads in UK cities and press ads in magazines, such as FHM.

Pentland also owns Ellesse sportswear, Skechers and Lacoste footwear, Kangaroo Sport Shoes and the Berghaus clothing range.


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