Superdry appointed former Nike executive Phil Dickinson as creative director, effective January 22. He will be in charge of product design and “driving the wider creative direction of the brand.”
At Nike, he held a number of senior roles. He spearheaded Nike’s 2007 push into football as global creative director of football. He was also global creative director Nike Sportswear from July 2010 to September 2011 and then led the successful turnaround of the Umbro brand in 2011 as VP creative director Umbro at Nike.
In 2013 Dickinson founded his own design agency, Some Ideas, and works with clients including Adidas, Rapha, Diadora, Woolmark. and Richard James Savile Row.
“Phil is one of the best creatives working in our industry and we are delighted that he is joining Superdry,” Superdry chief executive Euan Sutherland said. “Last summer we kick started an 18-month product diversification and innovation programme and Phil will bring extra pace, focus and energy to that work. I am really looking forward to working with him as we continue to deliver our global digital brand strategy.”
Dickinson said: “Superdry is a great brand with a fantastic heritage. I am excited to be joining the business at a time when we are accelerating innovation and working to revitalise all our product.”
He added: “There is a wealth of opportunity ahead and I look forward to working as part of a team committed to creating great product for consumers around the world.”