Parkinson exits Nike for Umbro global role

Parkinson, who departs Singapore after more than two years in the Nike role, will relocate to Umbro’s headquarters in Manchester, UK, to become global chief marketing officer. He will report to new Umbro CEO Matthew Cook, previously GM of Nike Italy, and is charged with leading the realignment of Umbro into a brand that has as much cachet as Nike.

“Following the recent acquisition by Nike we are committed to refocus the Umbro brand to a product- and brand-led organisation,” said Cook in an internal announcement. “This investment ensures that we have a dedicated brand marketing function and Tim’s leadership and expertise as well as the investment in the team is paramount to the success of the strategy.”

Nike’s acquisition of Umbro, for US$582 million, reflects the importance the US brand is placing on football as a growth category, as demand for sports products slows in its home market. In addition to supplying uniforms to three national teams, and several Barclays Premier League sides - such as Everton - the company also sells official replica shirts.

“It’s a big play by Nike in the football market to gain additional share,” Parkinson told Media. “Umbro has a lot of latent potential as it’s authentic and known.”

Parkinson has spent six years with Nike in total, prior to which he worked at Wieden & Kennedy for three years. During his time in Southeast Asia, he ended Nike’s retainer agreement with Ogilvy RedCard in favour of a string of project arrangements that, according to Parkinson, aimed to enhance creativity.