Lululemon Appoints Nike Vet, Adidas Exec To Senior Leadership

Lululemon has appointed Adidas exec Simon Atkins as senior vice president of Lululemon’s new footwear division and Nike veteran Phil Dickinson as senior vice president and global creative director.

Atkins served 25 years at Adidas and held various brand, marketing communications, and general management roles. Most recently, he served as senior vice president and general manager of its global basketball and U.S. sports business.

Through his appointment at lululemon, Atkins will lead the athleisure brand’s global strategy, oversee the innovation, and work with development and merchandising teams for footwear as well as the company’s design, supply chain and brand divisions.

Dickinson, on the other hand, worked for Nike for 15 years, leading the sportswear brand’s growth in football as well as other sportswear segments. He most recently worked for SuperDry, where he oversaw product design and creative direction for women’s clothing line.

“With the growing significance of versatility in product, Lululemon holds an extraordinary position in the market, and I look forward to continuing to build upon that strength,” said Dickinson in a statement to Retail Dive.

The news follows lululemon’s recent entry into the footwear category with the debut of its “Blissfeel” running shoes.

The company’s move to launch its own footwear line is seemingly part of its strategy to not only offer head-to-toe solutions for its customers but also deliver a well-rounded brand experience. In July 2020, lululemon acquired MIRROR, which has helped the brand go beyond its apparel offering and offer up an immersive fitness experience.

In other words, lululemon customers can get fully fitted head-to-toe in lululemon gear and work out with the company’s digital products.

Atkin’s appointment became effective April 4, 2022, while Dickinson is expected to join the lululemon team on July 18, 2022.

Originally published at https://retailbum.com on April 7, 2022.