KMD Brands (ASX:KMD) has announced the appointment of Ashley Reade as the CEO of Rip Curl.
Reade will assume the role in the coming months and will be part of the KMD Brands executive team, reporting directly to Group CEO Brent Scrimshaw.
Reade brings two decades of global experience to Rip Curl, transitioning from his role as Vice President and General Manager of Nike Pacific, where he played a key role in expanding the business to $1 billion.
His tenure at Nike also included strategic leadership positions at the company's world headquarters in Portland, Oregon, where he oversaw global sales for women's sportswear and men's training.
He held leadership roles in Shanghai, China, managing strategic accounts, including two of Nike’s top five global retail partners.
Group CEO Brent Scrimshaw welcomed Reade's appointment, highlighting his expertise in building strong consumer connections, leading high-performance teams, and driving growth.
"Ashley has a proven track record of fostering deep consumer connections, building world-class teams, and driving outstanding growth. I'm thrilled to welcome him to KMD Brands and look forward to a partnership that will elevate Rip Curl to be the number 1 surf brand worldwide," Scrimshaw added.
Reade described Rip Curl as the ultimate surfing company and called his appointment a career-defining opportunity.
A native of Victoria, Reade spent his summers surfing along the Surf Coast, where Rip Curl was founded.
He looks forward to being based at the company's global headquarters in Torquay, Victoria, as he takes on the leadership of the iconic surf brand.
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