Ashley Reade named new CEO of Rip Curl

KMD Brands has announced the appointment of Ashley Reade as the new chief executive officer of Rip Curl.

Reade, who has two decades of global experience, will join the company in the coming months and will be part of the KMD Brands executive team, reporting to group chief executive officer Brent Scrimshaw.

Reade previously served as the vice president and general manager of Nike Pacific, where he was responsible for growing the region into a $1 billion business.

He also held strategic leadership positions at Nike's world headquarters in Portland, Oregon, and was based in Shanghai, China.

KMD Brands said Reade's appointment is aimed at elevating Rip Curl to become the number one surf brand worldwide.