Sportswear giant Nike is turning to a combination of fresh talent and old hands as it shakes up its marketing team with a raft of new appointments and promotions.
Among the new arrivals at the rejuvenated team will be Adrienne Lofton, a former top marketer at Under Armour, who arrives today as VP of marketing for North America. Lofton will be joined by Nike veteran Nicole Hubbard Graham who has been handed an expanded brief spanning direct marketing and VP of global category.
Elsewhere marketing exec Gino Fisanotti has been promoted as Nike’s first VP of global brand creative while David Creech makes the switch from VP of design at Jordan Brand to become VP of brand creative for North America – with Martin Lotti, former VP of global brand design – taking on Creech’s former remit.
DJ van Hameren, Nike’s chief marketing officer, said: “We have a saying at Nike that there is no finish line when it comes to our mission to bring inspiration and innovation to every athlete in the world. These shifts in our leadership team and continued investment in the best talent show that we are embarking on a new chapter of marketing as a brand, to serve and connect with consumers even more personally.”
Heading in the opposite direction is Paolo Tubito, latterly VP of marketing for Asia Pacific and Latin America, who is to end a 21-year association with the brand and be replaced by Adam Roth, who most recently served as VP of global brand communications.
Nike has made a name for itself in recent months by taking a provocative stance on social issues, most notably with its widely shared Colin Kaepernick ad.