Rip Curl has appointed Ashley Reade as its new CEO, marking a significant shift in leadership for the legendary surfing brand. Reade, who spent the last eight years as Vice President and General Manager for Nike’s Asia Pacific operations, steps into the role with a wealth of corporate experience. This appointment follows the October resignation of Brooke Farris, who had spent 14 years at Rip Curl, three of which were as CEO.
In a LinkedIn post, Reade acknowledged the mix of excitement and apprehension that comes with transitions, saying, “Transitions are always mixed feelings of excitement and trepidation due to the unknown,” confirming his readiness for the new challenge ahead.
Under Farris’ leadership, Rip Curl saw tremendous growth, including a headline-grabbing eight-year, $4 million contract extension for surfing legend Steph Gilmore. This deal, considered one of the most significant female endorsements in surf brand history, reflected Farris’ unique approach to leadership, characterized by strong female leadership and deep industry relationships.
Although Reade’s background lies outside the surfing industry, his career at Nike has shaped him into a master of brand building and athlete marketing, skills he will undoubtedly apply to Rip Curl. Despite his corporate background, Reade is no stranger to the world of sports. Growing up near Rip Curl’s headquarters in Torquay, Australia, he has a personal connection to the brand’s heritage, though he admits, “No, he hasn’t surfed second reef Pipe, but he probably does know what a jam doughnut from the Torquay bakery tastes like.”
Reade’s leadership style is rooted in fostering connections and creating a strong company culture. In a 2023 interview, he emphasized the importance of bringing teams together, stating, “We still think we’re better together, so we want to make sure we’ve got that ‘locker time,’ Tuesday to Thursday.” His emphasis on office presence and team unity indicates a return to a more traditional, hands-on management style, a departure from the remote-work culture that became more prevalent in recent years.
With Reade at the helm, Rip Curl is expected to pivot towards growth, structure, and scalability, moving away from the creative storytelling and wetsuit innovation that defined previous years. His appointment signals a corporate shift, yet one guided by an insider’s knowledge of both sports and marketing.
Also read: Viksit Workforce for a Viksit Bharat
Do Follow: The Mainstream formerly known as CIO News LinkedIn Account | The Mainstream formerly known as CIO News Facebook | The Mainstream formerly known as CIO News Youtube | The Mainstream formerly known as CIO News Twitter
About us:
The Mainstream formerly known as CIO News is a premier platform dedicated to delivering latest news, updates, and insights from the tech industry. With its strong foundation of intellectual property and thought leadership, the platform is well-positioned to stay ahead of the curve and lead conversations about how technology shapes our world. From its early days as CIO News to its rebranding as The Mainstream on November 28, 2024, it has been expanding its global reach, targeting key markets in the Middle East & Africa, ASEAN, the USA, and the UK. The Mainstream is a vision to put technology at the center of every conversation, inspiring professionals and organizations to embrace the future of tech.
