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Boxfresh appoints commercial director

Streetwear label Boxfresh has named former Nike director Alistair McCombe as commercial director.

McCombe will be responsible for raising awareness of the brand as it celebrates its 25th anniversary this year, according to reports. During the year, Boxfresh is expected to celebrate its anniversary by hosting 25 events across the UK and Germany.

McCombe previously worked at Nike for 12 years and was most recently Western European sales director for categories including tennis, basketball and men’s athletic training. During his time at the sportswear group McCombe worked with some of the company’s largest accounts including Footlocker.

McCombe said: “I was looking for an ambitious, progressive company with global headquarters in London where I could broaden my experience from a purely sports focus into the sports lifestyle/fashion market. In that respect Boxfresh is the perfect fit.”

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