John Mollanger joined Benetton last year and has been tasked with implementing a new strategy that aims to bring product and social causes together. As part of this shift, he has implemented a three-year plan that will also transform the Benetton Group’s business model to focus on selling from its own stores instead of third-party retailers. With time served across a range of sports and leisurewear brands including Nike, Puma and most recently Asics, he is used to dealing with a crowded market. He says his proudest career moment has been bringing consumer and brand culture to Asics. “It had been for the longest time an admirable product-and business-led organisation, with strong regional marketing teams, but one that did not have a central brand brain,” he says.