Fiat Chrysler has hired Nike's former chief marketing officer Davide Grasso to breathe fresh life into its Maserati brand.
Grasso will join the luxury car marque as chief operating officer, with a remit "to rejuvenate Maserati worldwide" after global sales of the motor slumped by almost 20% in 2018.
Grasso is a former Nike veteran, having worked at the Portland-based sports giant since 1997. He spent 12 years working across various top marketing roles for the brand before taking on the role of chief marketing officer in 2016. Most recently, he was chief executive and president of Nike's Converse brand.
On top of his new role, Fiat has appointed Grasso to the company’s executive council.
Maserati's current chief operating officer, Harald Wester, will become the brand's executive chairman, overseeing all technical and industrial areas.
Commenting on his new position, Grasso said, "Joining Maserati at such a transformational time is an extraordinary opportunity that speaks to my passion for cars, great brands and my personal Italian heritage.
"Working with [chief executive] Mike Manley, Harald Wester and the rest of the FCA team will be a privilege. I’m honored to be joining FCA at such a defining and transformative moment for the company and the industry."