Superdry appoints former Nike exec as new creative director

Dickinson will be responsible for the retailer’s product design and the wider creative direction of the brand.

During his time at Nike, Dickinson spearheaded the brand’s aggressive push into the growing football market, led the turnaround of Umbro and was promoted to head of the sportswear category in 2010. 

Since 2013, Dickinson has been running his own design agency working with high-end clients including Soho House, Adidas, Rapha and Richard James Saville Row.

Dickinson said: “Superdry is a great brand with a fantastic heritage. I am excited to be joining the business at a time when we are accelerating innovation and working to revitalise all our product.

“There is a wealth of opportunity ahead and I look forward to working as part of a team committed to creating great product for consumers around the world.”

Superdry boss Euan Sutherland said: “Phil is one of the best creatives working in our industry and we are delighted that he is joining Superdry.”