Dickinson, who joins the company on Jan. 22, will oversee product design and drive brand innovation and creative direction.
“Phil is one of the best creatives working in our industry and we are delighted that he is joining Superdry,” said Euan Sutherland, chief executive officer. “Last summer, we kickstarted an 18-month product diversification and innovation program, and Phil will bring extra pace, focus and energy to that work. I am really looking forward to working with him as we continue to deliver our global brand strategy.”
Dickinson was at Nike for 28 years, where he held a number of senior roles. In 2007, he was responsible for building Nike’s soccer category and was named head of sportswear at Nike in 2010. He also runs his own design agency, working with clients such as Adidas, Rapha and Soho House.
“Superdry is a great brand with a fantastic heritage. I am excited to be joining the business at a time when we are accelerating innovation and working to revitalize all our product. There is a wealth of opportunity ahead and I look forward to working as part of a team committed to creating great product for consumers around the world,” said Dickinson on his new appointment.
Cofounder Dunkerton, who had served as Superdry’s ceo and was most recently a board member in charge of product development, quit the brand nearly a year ago following a sharp decline in Superdry’s share price.
He blamed management for cutting him out of the design process and accused Sutherland of poor management. According to British media, Dunkerton, who still owns 18 percent of the company, plans to call a shareholder meeting in the next weeks with the aim of rejoining the company.