Pentland names new Speedo brand director from Berghaus

By

Sandra Halliday

Published
Nov 3, 2020

Pentland Brands has named Kev McFadyen as the new global brand director for its Speedo brand. He joined the firm two years ago as the brand director for Berghaus, since when “he has successfully led [it] to deliver growth across both financial and brand metrics, including the rapid transformation of the brand strategy that has led to the development of new product ranges and expansion into new markets”.

He also has 20 years+ experience working with big-name brands outside of the sports and fashion sector, including Red Bull, Heineken, O2 and Nando's. He’ll now be responsible for leading the Speedo brand, including global product and marketing. 
 
Pentland CEO Chirag Patel described his “passion for sport and outstanding credentials in building brands across multiple industries. We know that he will bring an exciting new perspective to the brand and will seize the moment in making Speedo matter more to consumers in an Olympic year”. 

He replaces Speedo veteran Rob Hicking who had moved from other roles into the brand director’s chair back in 2017. 

Patel said of him: “I would like to thank Rob for his incredible leadership over the past nine years. Rob has led the brand in delivering year-on-year sales and profit growth, its investment into emerging markets and positioning Speedo as the category-leading brand for both competitive and regular swimmers.” 

McFadyen will join Speedo from January but will remain on the Berghaus advisory board alongside Sir Chris Bonington and Leo Houlding. 

Nadine Thompson, commercial director for Berghaus & Endura, and Paul Anderton, head of category for Berghaus will provide the day-to-day leadership for the brand on an interim basis.