In a strategic move, HanesBrands has named Richard McLeod as the Vice President and Chief Marketing Officer for its global Champion brand. McLeod, formerly with Canada Goose, brings a wealth of experience, having served as the Senior Vice President, overseeing brand evolution, growth, and performance.
McLeod’s impressive career includes key roles at notable brands, including Vice President and General Manager of Foot Locker Canada, Vice President of North America Marketing for Foot Locker Inc., and Vice President of U.S. Marketing for Footaction. His expertise extends to senior leadership positions in marketing and growth strategies at renowned brands such as Hennessy and Bacardi USA.
Vanessa LeFebvre, President of Global Activewear, expressed excitement about the appointment, stating, «The next chapter of Champion’s story is at the forefront of our global growth strategy. 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.”
This announcement follows HanesBrands’ recent report of a 9.5% contraction in third-quarter sales, amounting to $1.51 billion. Notably, the Champion brand faced challenges during this period, experiencing a 19% decline compared to the same quarter last year.
In September, HanesBrands disclosed that its board of directors and executive leadership team had engaged financial and legal advisors to evaluate strategic options for its global Champion business, including the potential sale of the sportswear brand.
