Sandy Bodecker Becomes Nike VP of Sport Culture

Sandy Bodecker
Sandy Bodecker

SAN FRANCISCO (Reuters) – (Sandy Bodecker is in the middle) Nike Inc. on Thursday named the head of its skateboarding business, Sandy Bodecker, to a newly created position aimed at promoting the company’s famous brand as part of a sport-inspired lifestyle……

The decision to create the new post comes as Nike is seeking to tap further into a lucrative youth market where shoppers want clothing that symbolizes an action lifestyle made popular by sports like surfing, skating and snowboarding.

The world’s biggest athletic shoemaker, dominant in traditional sports like football and basketball, has also sought to share the fat profits enjoyed by companies like Quiksilver Inc. and Volcom Inc. whose roots are in the skate and snowboarding communities.

Nike said Bodecker, who helped build the company’s soccer business and most recently headed its skate business, would serve as Vice President, Sport Culture.

His job will be to boost growth of Nike’s sport-inspired footwear, apparel and equipment businesses, which will also include action sports and skate, the company said.

In tapping Bodecker, 52, Nike chose an executive whose efforts as head of Nike’s skateboarding business helped the brand win credibility with the hard-to-please skateboarding community.

Bodecker is a 23-year Nike veteran who also helped build the company’s soccer brand into one of the top three sports categories with revenue nearing $1.5 billion, Nike said.


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