HanesBrands (PPAI 191138, S10) – which operates in the promotional products industry as suppliers Hanes, Champion, ComfortWash and Alternative Apparel – has announced that Richard Mcleod has been named vice president, chief marketing officer of Champion.

In this role, Mcleod will be responsible for driving Champion’s global brand strategy and omni-channel brand positioning, according to the Winston-Salem, North Carolina-based company.

“Champion is a lifestyle brand born from sport, so as a former college athlete, it’s that meaningful heritage that motivates me to elevate the iconic brand by maximizing untapped global potential,” Mcleod says.


“I’m incredibly inspired by the evolution of Champion through the ‘Champion What Moves You’ campaign, which is generating meaningful impact with consumers and communities around the world. The campaign is already an incredible start to the next phase of the brand’s storied heritage, and I’m thrilled to be a part of it,” he says.

Mcleod’s Background

Mcleod joins Champion from Canada Goose, where he served as senior vice president of the outerwear manufacturer and was responsible for brand evolution, growth and performance.

  • He has also held senior leadership roles at Foot Locker, LVMH-owned Hennessy, Pernod Ricard and Bacardi, where he spent a decade leading campaigns for well-known wine and spirit brands like Grey Goose, Bombay Sapphire and D’usse Cognac.

“The next chapter of Champion’s story is at the forefront of our global growth strategy,” says Vanessa LeFebvre, president of Global Activewear. “We’re excited to tap into Richard’s extensive experience in global brand management, knowledgeable insights around our core consumers and dynamic leadership style. Adding Richard to the team will strengthen our connectivity to global consumers by building a community-led, digital-first brand focused on culture.”

Uncertain Future

In September, HanesBrands announced that it was evaluating strategic options for its Champion brand, including a potential sale.

The company has tapped Goldman Sachs as an advisor for the assessment process, of which there’s “no assurance” will result in HanesBrands pursuing any particular transaction or other strategic outcome regarding Champion, the company says.

  • HanesBrands hasn’t set a timetable for completion of this process and may suspend or terminate the review at any time.
  • HanesBrands doesn’t intend to make any further announcements regarding the process unless and until it determines that further disclosure is appropriate or necessary.

The announcement came less than two weeks after HanesBrands struck a multi-year license agreement with G-III Apparel for the design, production and distribution of the Champion and C9 Champion brands in North America.