Superdry PLC (LON:SDRY) has appointed a former Nike executive as its new creative chief as the fashion retailer attempts to revive the brand after issuing a profit warning last month.
Phil Dickinson has held a number of senior roles at Nike, including as head of the US firm’s sportswear division and vice president creative director of the Umbro brand.
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During his time at Nike, he was a key player in the successful turnaround of Umbro and helped lead the group’s push into football in 2017.
He left Nike to set up his own design agency, Some Ideas, in 2013.
Dickinson will take up his new role at Superdry on January 22.
He joins at a difficult time for the retailer.
Last month, the company said it expects full-year profits to slump, blaming a lack of innovation in some of its core clothing categories and an over-reliance on sales of jackets and sweats.
In a bid to turnaround the business, Superdry started an 18-month product innovation and diversification programme last spring.
However, the plan has been undermined by weak consumer confidence and tough online competition that has plagued the rest of the retail sector.
The news of Dickinson’s appointment comes after Superdry’s chief product officer Brigette Danielmeyer decided to leave the role for personal reasons following a period of compassionate leave before Christmas.
READ: Superdry says new chief product officer, Brigitte Danielmeyer to leave the role for personal reasons
Danielmeyer, formerly Tommy Hilfiger’s global head of womenswear, only joined the under-pressure fashion retailer in September last year at the same time as it launched a ‘fast-fashion’ range.