ASICS has appointed Barry Mellis as its new Managing Director for UK & Ireland. Mellis joins ASICS with extensive UK and European sports trade experience, most recently as General Manager of Intersport UK.
Prior to this he has held both Country Manager and Sales Director roles at New Balance, following 19 successful years with Adidas across a number of commercial functions.
Mellis joins ASICS in the New Year following the return to Japan of outgoing UK & Ireland Managing Director, Ryoji Sekito – who has served in the role over the past nine years during a 30 year international career with ASICS globally.
Alistair Cameron, ASICS BV Europe President and Chief Operating Officer said, ”Everyone at ASICS worldwide is grateful for the significant contribution Sekito San has made to the company, and in particular the work he has done to build the brand in the UK, now our fastest growing market.
“He will be sorely missed, however he leaves a strong legacy and a good team in place and we could not have a more suitable replacement in Barry who brings a huge amount of sports retail and industry experience to the brand at a crucial stage in its development. ASICS UK is the fastest growing part of ASICS European business and he will be responsible for maintaining brand growth and dynamism.”
According to Mellis, “ASICS is a fantastic, highly credible brand with the realistic ambition of becoming the number one premium sports performance brand. I relish the challenge of developing brand presence and growth in both the UK and Irish markets.”
