Ashley Reade named CEO of Rip Curl

TORQUAY: Ashley Reade has been appointed Chief Executive Officer of Rip Curl, KMD Brands Limited announced Monday. Reade, who brings two decades of global experience, will take up his role with the Australian surf brand in the coming months.

Reade, formerly Vice President and General Manager of Nike Pacific, grew the region into a AU$1 billion business. His leadership roles at Nike also included overseeing global sales for Women’s Sportswear and Men’s Training, and managing strategic accounts while based in Shanghai.

“Ashley has a proven track record of fostering consumer connections, building world-class teams, and driving growth,” said KMD Brands CEO Brent Scrimshaw. “I’m thrilled to welcome him and look forward to elevating Rip Curl as the world’s top surf brand.”

Reade described his appointment as a “career-defining moment.” He noted his lifelong connection to surfing and the Surf Coast, where Rip Curl was founded, and said he looks forward to bringing his passion for sport to the company.

Reade will work out of Rip Curl’s global headquarters in Torquay, Victoria.