HanesBrands appoints Lorenzo Moretti as president of Champion Europe

HanesBrands has named Lorenzo Moretti as president of Champion Europe. Moretti will join HanesBrands in July and will be based in Carpi, Italy.

In this role, the company said, Moretti will drive growth in the Champion brand across Europe, with a focus on continuing to elevate the business by delivering innovative products and building brand desire. He will lead the Champion Europe direct-to-consumer business and build the company’s strong position in wholesale channels.

“Delivering profitable growth in Europe is crucial to unlocking our full potential, and I’m thrilled to add a leader with Lorenzo’s deep experience in activewear and retail to our global Champion team. “Lorenzo has a long history of leading high-performing teams and building consumer-led product and marketing strategies,” said Vanessa LeFebvre, president, global activewear in a statement.

Moretti, the company added, brings extensive experience in the activewear category, consumer goods, marketing, e-commerce and retail. He joins HanesBrands from Dr. Martens – Airwair International Ltd, where he was EMEA president, delivering significant revenue and earnings growth while expanding in new and existing markets.

“Champion is an iconic brand with a record of innovation and style, and I’m thrilled to help unlock the enormous potential of this brand in Europe,” added Moretti.

Prior to joining Dr. Martens in 2020, Moretti served as chief executive officer at Office Holdings, Ltd, the U.K.-based fashion retailer. Earlier in his career, Moretti held senior leadership positions at Nike, where he was responsible for the company’s European football strategy and development and the company’s European direct-to-consumer business. Moretti also held senior leadership positions at Gap and Tesco.