Authentic Brands Group (Authentic) has hired Warren Bowers as general manager for Africa, who is now responsible for spearheading the brand’s expansion strategy across the country.

“This strategic appointment underscores Authentic’s commitment to expanding its presence in emerging markets worldwide where our brands can lead,” said Authentic’s Henry Stupp, regional president of lifestyle for the EMEA and India. “We had the privilege of working closely with Warren during Reebok’s launch across Africa and are excited to welcome him as Authentic’s first team member based in the region.”

Warren Bowers, a seasoned professional with over 25 years of experience in the fashion, outdoor, and sports sectors, brings a wealth of expertise to his new role. He has assembled high-performing teams and has progressed from managing director to overseeing retail, wholesale distribution and licensing responsibilities.

Bowers’ previous roles include managing director at Bounty Brands and senior retail director at Adidas. Authentic said his appointment reaffirms its dedication to recruiting top talent as it expands its physical presence with new offices globally.

“I am pleased to lead the charge for Authentic’s impressive portfolio across Africa,” said Bowers. “The African market presents a tremendous opportunity for growth, and I am excited to work with our partners to expand our brand presence, drive long-term growth and create lasting value in this diverse region.”

Based in Cape Town, South Africa, Bowers’ appointment is effective immediately.

Authentic’s brand portfolio includes Shaquille O’Neal, David Beckham, Sports Illustrated, Dr. J, Greg Norman, Neil Lane, Thalia, Marilyn Monroe, Elvis Presley, Muhammad Ali, Reebok, Brooks Brothers, Barneys New York, Judith Leiber, Ted Baker, Hunter, Vince, Hervé Léger, Frye, Nautica, Juicy Couture, Vince Camuto, Lucky Brand, Aéropostale, Forever 21, Nine West, Sperry, Rockport, Eddie Bauer, Boardriders, Quiksilver, Billabong, Roxy, DC Shoes, RVCA, Spyder, Volcom, Prince, Izod, Van Heusen, Hart Schaffner Marx, and Thomasville.

Photo courtesy Authentic