Global Brands Group has added Simon Hawkins, former Reebok vice present of sales, as vice president of licensing and sales for Europe, Middle East and Africa (EMEA). Based in London, Hawkins will report to Mark Matheny, Co-Chief Executive Officer, and Co-Chairman.


“Simon’s expert knowledge of product licensing and sales, coupled with his vast experience working with one of the world’s best-known consumer brands, will make him a tremendous asset to Global Brands Group,” said Matheny. “We’ll put Simon’s unique expertise to work right away on a variety of projects, including our partnership with Fédération Intérnationale de Football Association (“FIFA”) as we approach the 2010 FIFA World Cup™ in South Africa.”


FIFA selected Global Brands Group to manage the body’s worldwide licensing operations, as well as to operate exclusive FIFA-branded retail destinations for all FIFA events through 2014.


Hawkins spent more than 15 years at Reebok, during which time he held a variety of sales and leadership roles with the company.  Most recently, as vice president of sales for Europe, Middle East and Africa (EMEA), he worked to create a single regional sales organization for Reebok by aligning 11 autonomous subsidiaries and six independent distributors.  In 2005, Hawkins achieved sales in excess of $1 billion for the company, managed a sales force in excess of 177 employees and expanded the EMEA region into one of Reebok’s largest global regions. 


“Global Brands Group’s impressive portfolio of iconic consumer brands speaks volumes to the level of expertise the company brings to the table,” said Hawkins.  “Clearly, Global Brands Group is committed to smart, effective brand extension, and I am eager to get to work to on the licensing and sales piece of the business.”


During his 15 year tenure with Reebok, Hawkins held a number of other sales positions with Reebok, having joined the company as national account sales manager in 1991.  He went on to serve in several leadership roles within Reebok’s sales organization, including European sales director for Pan-European accounts, general manager of Reebok Holland and sales director for Reebok in the United Kingdom and Ireland, where he increased sales performance by 25% in three years.


Before joining Reebok, Hawkins developed international football business and managed regional sales in the United Kingdom for leading athletic apparel manufacturer Umbro International, which designs, sources, and manufactures football products in over 90 countries. Hawkins graduated from Seaford College, Petworth, West Sussex.