Former Nike executive, Phil Dickinson, will join Superdry as creative director on 22 January.
Dickinson previously held a number of senior roles with Nike. He spearheaded the brand’s 2007 push into football as global creative director of football and led the successful turnaround of the Umbro brand in 2011 as vice president creative director.
In 2013 Dickinson founded his own design agency, Some Ideas, and works with clients including Adidas, Rapha and Richard James Savile Row.
As creative director at Superdry he will be in charge of product design and “driving the wider creative direction of the brand”.
Euan Sutherland, Superdry chief executive, said: “Last summer we kick started an 18-month product diversification and innovation programme and Phil will bring extra pace, focus and energy to that work.”
The news comes after the brand’s chief product officer Brigitte Danielmeyer stepped down due to personal reasons earlier this month.