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Dec 10, 2021
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Ex-Asics EMEA boss joins Sports Shoes as non-exec director

Dec 10, 2021

Online sportswear retailer Sport Shoes has strengthened its leadership team with the appointed of Alistair Cameron as a non-executive director.


The “vastly experienced” Cameron was previously EMEA CEO for Japanese sports performance brand Asics for 10 years where he oversaw revenues doubling to £700 million. He left Asics at the end of November.

In all, he brings 35 years' senior experience including EMEA head of New Balance, swimwear brand Speedo International, and chair of premium outdoor brand Haglöfs.

In his new post, he will support Sports Shoes “in its ambitions for growth and making the most out of partnership opportunities, and also work with management to expand its reach into Europe”.

Managing director Brett Bannister told The Telegraph & Argus: “It is a real coup for us appoint someone as highly respected as Alistair is within our industry.

“He has enormous experience in enabling growth at high-performance running and outdoor brands, while ensuring those businesses remain true to their core values. This will prove invaluable as we seek to further elevate and expand our premium ShortsShoes,com brand proposition worldwide.”

Cameron added: "SportsShoes.com has built an exceptional global reputation for providing the best range of premium performance running and outdoor products in one place online. I am looking forward to helping them realise the company’s ambitious growth plans.”

Sports Shoes enjoyed record sales of £92.2 million for the year ended 28 February. Sales for its 1 March-30 September period were described as “broadly in line with last year’s performance”.

The digital retailer offers more than 17,000 products from 149 running and outdoor brands, including Asics, Nike, Adidas and New Balance, as well as outdoor brands including Haglöfs, Mammut and Rab.

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