By Thomas J. Ryan
Michelle Avé has been named to the new position of director of global apparel at Brooks Sports. Prior to joining Brooks, Avé held various positions at Reebok, most recently as senior global apparel product manager for running. In her new role Avé will lead strategic development, business planning, line architecture, and product creation for Brooks performance running apparel and accessories globally.
Avé, who was formerly an elite runner, tells SGB she was particularly attracted to Brooks because of the brands strong foothold in running, and its ability to connect with runners in the marketplace.
“Brooks is a brand Ive admired for years, particularly after Jim Weber made the really hard decision to go after running,” says Avé. “To be so admired has taken years and years of being very committed to who they are, and [Brooks has] become a runners brand. Theyre now number two in run specialty. And running is what Ive been into my whole life. Its something I do to be mentally sound.”
As a collegiate runner, Avé was an eight-time All-American for Villanova University. After college, she qualified for four consecutive U.S. Olympic Track and Field Trials, and placed fifth in 1996. She became a member of the U.S. World Championship Track and Field team in 1999, and was ranked 24th in the world for the 800m in 1996.
In her former position at Reebok, Avé exceeded planned strategic business growth globally by introducing new technologies and opening new channels of distribution.
“What Im passionate about now is apparel,” says Avé. “I think Brooks has a unique opportunity, particularly in womens, to do something special.”
Avé expects to further capitalize on Brooks thermo-regulating HVAC technology, and will continue to upgrade looks and styles.
“Well be fine-tuning the fit, and focusing on being able to take the line and break it into digestible selections,” Avé explains. “A lot of this is already evident in Spring 09 samples, and well be building on that going forward.”
According to Jim Weber, president and CEO of Brooks, “For continued brand growth, its critical we bring in the best talent in the industry, and we believe weve struck gold with Michelle. With her industry knowledge, professional track record, and personal experiences as a runner, she will make a direct, positive, and immediate impact on Brooks future apparel lines.”
In other company news, Beth Brewster was named the new PLM for mens apparel and accessories. She previously worked on the Brooks apparel/accessories team, but spent most of the past two years at sister company Moving Comfort. Both companies are part of Berkshire Hathaway under the Russell Corp. umbrella.
