EXECUTIVE APPOINTMENTS

Authentic Brands Group makes its first senior African appointment

By our African Marketing Confederation News Team | 2024

Warren Bowers, who has experience with the likes of Adidas and Reebok, becomes General Manager for Africa at Authentic.

The United States-based Authentic Brands Group has announced the appointment of Warren Bowers as its General Manager for Africa.

In his new role, Bowers will spearhead the company’s expansion strategy across Africa, cultivating strategic partnerships to drive long-term value and growth for its portfolio of well-known brands.

Warren Bowers. Photo: Supplied

Authentic Brands Group is a brand management company headquartered in New York City. Its holdings include various apparel, athletics and entertainment brands, which it partners with other companies to license and merchandise.

Its brands include Billabong, Airwalk, Arrow, David Beckham, Dunham, Greg Norman, Reebok, Quicksilver and Vision Street Wear.

Proven track record of success

“With more than 25 years of experience in the fashion, outdoor, and sports sectors, Bowers has a proven track record of success in assembling top-performing teams, progressing from managing director to overseeing retail, wholesale distribution and licensing responsibilities,” Authentic says in a media statement.

Bowers’ previous roles include serving as the Managing Director at Bounty Brands, as well as Senior Retail Director at Adidas.

“The African market presents a tremendous opportunity for growth, and I am excited to work with our partners to expand our brand presence, drive long-term growth and create lasting value in this diverse region,” says Bowers.

Adds Henry Stupp, Regional President at Authentic Brands for EMEA & India – Lifestyle: “This strategic appointment underscores Authentic’s commitment to expanding its presence in emerging markets worldwide, where our brands can lead.

“We had the privilege of working closely with Warren during Reebok’s launch across Africa and are excited to welcome him as Authentic’s first team member based in the region.”

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