HanesBrands announced that Richard Mcleod was named vice president and chief marketing officer of global Champion. He joined the company from Canada Goose, where he was senior vice president of brand.

Before Canada Goose, Mcleod was the vice president and general manager of Foot Locker Canada. Before being promoted to VP/GM, he was the vice president of North America marketing for Foot Locker Inc. and vice president of U.S. marketing for Footaction.

At Reebok, Mcleod will drive Champion’s global brand strategy and omni-channel brand positioning.

“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.”

Mcleod has also held senior leadership roles focused on marketing and growth at Hennessy and Bacardi USA, where he led collaborations and campaigns for wine and spirit brands, including Grey Goose, Bombay Sapphire and D’usse Cognac.

“Champion is a lifestyle brand born from sport, so as a former college athlete, it’s that meaningful heritage that motivates me to elevate the iconic brand by maximizing untapped global potential,” said Mcleod. “I’m incredibly inspired by the evolution of Champion through the “Champion What Moves You” campaign, which is generating meaningful impact with consumers and communities around the world. The campaign is already an incredible start to the next phase of the brand’s storied heritage, and I’m thrilled to be a part of it.”

Photos courtesy Hanesbrands