Sanuk appointed Frederic De Beule director of product, effective October 17. He succeeds Trisha Hegg as the Sanuk Product lead.
After serving Sanuk for nearly five years, Hegg will step down from her role as vice president of Sanuk product to stay with her family in Encinitas, CA. De Beule will assume the responsibilities of leading the creative vision, design direction and line planning for all Sanuk product.
“During my short time with Sanuk, it has been a pleasure to work with Trisha. She has been instrumental in the brand’s growth from a small surf brand to the lifestyle powerhouse it is today,” said Magnus Wedhammar, general manager of Sanuk, “That said, this shift could not come at a better time as we look to write the next chapter of the Sanuk brand.”
De Beule has more than 10 years of experience in product line leadership in the athletic footwear industry. He joins Sanuk from Adidas, where he helped evolve the Adidas Original global product line to its prominent status. Prior to Adidas, Frederic served at Nike where he managed product lines in both Europe and the United States. Frederic will oversee the Sanuk Product Team from the headquarters in Goleta, CA.
“I am confident that Frederic’s expertise and vision will further strengthen our product proposition and set the Sanuk brand up for future growth,” added Wedhammar.