Trends & Features

Barry Mellis to leave Intersport

Barry Mellis, Intersport’s general manager (pictured), will become ASICS managing director for the UK and Ireland in the new year.

Ryoji Sekito, ASICS’ current UK and Ireland managing director, will return to Japan, having been in the role for the past nine years.

“ASICS is a fantastic, highly credible brand with the realistic ambition of becoming the number one premium sports performance brand,” says Mellis.

“I relish the challenge of developing brand presence and growth in both the UK and Irish markets.”

Alistair Cameron, president and chief operating officer of ASICS BV, Europe, says: ”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.”

Mellis joined Intersport in 2008, during which time the retailer absorbed the majority of Allied Partners’ members and launched its own ecommerce venture.

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