HanesBrands names new chief marketing officer at Champion

HanesBrands announced on Friday the appointment of Richard Mcleod to the role of vice president, chief marketing officer of global Champion.

Mcleod joins Champion from Canada Goose, where he was the senior vice president of the luxury brand responsible for brand evolution, growth, and performance. Prior to Canada Goose, Mcleod was the vice president and general manager of Foot Locker Canada, after serving vice president of North America marketing for Foot Locker Inc. and vice president of U.S. marketing for Footaction.

Mcleod has also held senior leadership roles focused on marketing and growth at Hennessy as well as Bacardi USA.

“The next chapter of Champion’s story is at the forefront of our global growth strategy,” said Vanessa LeFebvre, president of global activewear. “

“We are excited to tap into Richard’s extensive experience in global brand management, knowledgeable insights around our core consumers, and dynamic leadership style. Adding Richard to the team will strengthen our connectivity to global consumers by building a community-led, digital-first brand focused on culture.”

The appointments comes just weeks after HanesBrands reported a 9.5% contraction in third-quarter sales to $1.51 billion, as the U.S. apparel firm’s Champion brand faced another tumultuous quarter, down 19% on the same period last year. 

In September, HanesBrands revealed that its board of directors and executive leadership team have sought financial and legal advisors for an evaluation of strategic options for its global Champion business, including the sale of the sportswear brand.