Nike Brand Aligns Leadership to Drive Geographic and Consumer Segmentation Growth

Topics: Nike, Inc., Brand management, Marketing Pages: 3 (664 words) Published: November 6, 2010
BEAVERTON, Ore. (7 August, 2006) – Nike Brand President Charlie Denson today announced management and organizational changes designed to strengthen alignment of the Nike brand with geographic growth opportunities and core global product categories and consumer segments. The moves evolve Nike from a product-driven business model supported by brand initiatives, to a consumer-focused organization driving profitable growth through global category management of core business segments. "We're aligning with our biggest growth opportunities, both geographically in markets such as China, and in core product categories and consumer segments such as basketball and football (soccer),” said Nike Brand President Charlie Denson. “This new approach is designed to better serve athletes, build deeper consumer connections, expand market share, drive profitable growth and aggressively extend our competitive leadership worldwide."

As part of the changes, Denson announced the promotions of Gary DeStefano, previously head of U.S. Operations, to President, Global Operations, with profit and loss responsibility for the Nike brand’s four geographic operating regions—the United States, Americas, Asia Pacific, and Europe, Middle East and Africa; and Trevor Edwards, previously Vice President, Global Brand Management, to Vice President, Global Brand and Category Management, adding responsibility for consumer and category management, while continuing to lead brand management. Both will continue to report to Denson.

In addition, Denson announced the creation of senior leadership positions for five core product category segments—running, football (soccer), basketball, men’s training and women’s fitness—each of which will be headed by a Vice President reporting to Edwards. The company expects to fill those positions shortly.

Nike’s sport culture business will continue to be led by Vice President Sandy Bodecker, working collaboratively across all brand product categories. Bodecker also...
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