Champion Names Richard McLeod Vice President and Chief Marketing Officer

Champion has named Richard McLeod as its new vice president and chief marketing officer.

McLeod is tasked with driving the global brand strategy and omnichannel brand positioning at the HanesBrands-owned company.

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“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,” Mcleod said. “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.”

McLeod joins Champion from Canada Goose, where he served as the senior vice president of the brand. In the role, he was responsible for brand evolution, growth and performance. McLeod has also held multiple roles at Foot Locker Inc., Hennessy and Bacardi USA.

“The next chapter of Champion’s story is at the forefront of our global growth strategy,” said Vanessa LeFebvre, the president of global activewear at Champion. “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.”

The appointment comes a few months after HanesBrands hired Goldman Sachs & Co. and Evercore to explore “strategic options” for Champion. WWD has since learned that G-III Apparel Group Inc., Authentic Brands Group, WHP Global and Marquee Brands have all shown interest in buying the company.

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