Nike exec takes the reins at Rip Curl

ASHLEY Reade has been appointed chief executive of Rip Curl and will join the surf brand in the coming months.

The Victorian-raised executive will be based at the company’s global headquarters in Torquay and will sit on the KMD Brands executive team, reporting to group chief executive Brent Scrimshaw.

Reade joins Rip Curl after 20 years with Nike, most recently serving as vice president and general manager of Nike Pacific, where he led the region to AU$1 billion in annual business.

He has also held senior leadership roles in Nike’s World Headquarters in Oregon and in Shanghai, where he worked with global retail partners and managed strategic accounts.

Group chief executive Brent Scrimshaw said Reade had a track record of building teams and driving 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,” he said.

Reade said he was excited to return to the Surf Coast, where he spent his summers surfing.

“Rip Curl is the ultimate surfing company, and joining this iconic brand as CEO is a career-defining moment,” he said.

“Having spent the last 20 years celebrating sport and its central role in the lives of customers worldwide, I’m excited to bring that same passion to surfing and the lifestyle it represents.”