Alistair C.

WORK HISTORY

EDUCATION

ABOUT ALISTAIR C.

Energetic, visionary, authentic Non Exec Director Sportsshoes.com, mentor and coach, Brand Ambassador, industry expert. Proven track record of significantly growing premium Brands globally over a wide variety of regions, categories and channels. Drive, energy and empathy reflecting effective personal span of control of markets and different consumer segments. Particular flair for relating diverse cultures and marrying the dynamics of product design and development to market opportunities and an over riding emphasis on matching marketing strategies to commercial needs of the business. I was the Chief Executive Officer at ASICS in EMEA for ten years and in addition for the last year was also Senior General Manager of our Geography Strategy Division, responsible for all markets globally except China and Japan. Biggest achievement aligning strategies of N America and EMEA for Western ASICS consumers leading to return to profitability in USA and double digit growth in 2020 in EMEA.I joined ASICS in 2009, doubling revenue in the region( to Euro 825m) expanding our business into new markets and building our direct to consumer business. I’ve led major transformation programmes focused on driving sustainable growth and championed innovation projects, such as the ASICS TENKAN-TEN growth catalyst programme which supports sports and well-being start-ups in reaching their full potential. Not only did ASICS grow their Running market share to over 30% during my tenure but we built a Tennis category to become the leader in Tennis, built a Euro 100m Performance Apparel business and a Euro 120m lifestyle business. DTC became a Euro 200m Biz prior to Covid and continues to go from strength to strength.I am a big believer in the power of sport on the body and on the mind. My mission is to get more people moving, more often, through providing the best sports gear and through partnerships with organisations such as Right to Play and The Running Charity. I was also Chairman of the outdoor brand Haglofs owned by ASICS during this period helping them to become the leading Nordic Outdoor Brand.Prior to joining ASICS, I was Director of the Women’s Business Unit at Clarks, responsible for the UK and growing the business internationally. I was Managing Director at New Balance EMEA for seven years and Vice President at Speedo International where I worked for more than ten years.