KMD Brands has appointed Ashley Reade as CEO of Rip Curl.
Prior to the new role, Reade served as VP and general manager of Nike Pacific.
Reade will report to KMD Brands CEO Brent Scrimshaw.
“Ashley has a proven track record of fostering deep consumer connections, building world class teams, and driving outstanding 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,” Scrimshaw said.
“Rip Curl is the ultimate surfing company, and joining this iconic brand as CEO is a career-defining moment. 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,” Reade said.