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30 under 30: Darren McKoy

EMEA footwear product manager, Onitsuka Tiger and Asics, aged 29

Darren McKoy

Darren McKoy

Darren McKoy, EMEA footwear product manager at footwear brand Onitsuka Tiger and Asics realised his knack for product while working on the shopfloor, but jokes his love for retail is mainly driven by his “fetish” for spending money on sneakers and football boots.

After graduating with a retail marketing management BA hons from Leeds Metropolitan University in 2005, he went to work for menswear independent Hip Store in Leeds, before joining Sports Direct as a trainee buyer in November 2005, and then kidswear brand Mamas & Papas in 2006 as product manager for clothing, toys and gifts.

He joined sportswear giant Adidas as global product manager for Adidas Originals in 2008, after undergoing a “rigorous” one-week assessment in Germany at Adidas’ global headquarters in Herzogenaurach for the one-year Global Future Product Manager Trainee Programme.

He credits the experience at Adidas for propelling him into subsequent roles as product manager EMEA at outdoor brand North Face in 2010,
and into his current role as of February 2012.

Darren Campbell, lifestyle director at Onitsuka Tiger, says McKoy made an “outstanding” contribution to the business in 2012. “His previous roles at Adidas and North Face have given him the disciplines to drive product creation. What Onitsuka Tiger now sees is a strong leader come through.”

He adds that McKoy has “the right level of hunger to progress through the organisation”.

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