Charlie Denson, president of Nike Brand for 34 years, leaves the company, fashionunited.ru reported. In January 2014, the top manager retires. In his place is Trevor Edwards, Nike’s current executive vice president of brand management and category management.
“Charlie practically built up the Nike brand and helped strengthen the brand’s position around the world. I’ve worked with him for more than 30 years, and I’ll miss him,” comments Mark Parker, Nike, Inc’s chief executive officer. “But we have a well-thought out succession strategy.” and formed an experienced, customer-oriented executive management team with the in-depth knowledge, grip and brand knowledge necessary to ensure Nike's continued sustainable growth in the long run. "
Bloomberg notes that all these changes in Nike are taking place against the backdrop of a fall in company sales. Nike is currently pursuing an active campaign to increase profitability. One of the brand’s main goals is to increase sales in China, one of the key markets for the brand.