Rip Curl has named Ashley Reade, most recently the vice president and general manager of Nike Pacific, as its CEO.
Reade will report to KMD’s new Group CEO Brent Scrimshaw, who was named in October and officially joined the company in March. KMD is the parent company of Rip Curl, Kathmandu, and Oboz.
Former Rip Curl CEO Brooke Farris resigned in October 2024 after three years as CEO and 14 years with Rip Curl.
As an executive at Nike Pacific, Reade grew the region to an AU$1 billion business, according to a news release. At Nike’s world headquarters in Portland, Oregon, Reade oversaw global sales for women’s sportswear and men’s training. Before that, Reade led teams that oversaw the strategic account portfolio in Shanghai, China. He worked for Nike for 20 years, nearly his whole career thus far, and posted three days ago on LinkedIn that he was departing the company.
“Ashley has a proven track record of fostering deep consumer connections, building world-class teams, and driving outstanding growth,” said Scrimshaw, who spent 19 years at Nike before leaving in 2012. “I’m thrilled to welcome him to KMD Brands and look forward to a partnership that will elevate Rip Curl to be the No. 1 surf brand worldwide.”
Reade, who grew up in Victoria, Australia, spent his summers surfing and exploring the Surf Coast, where Rip Curl originated. He will join the team at the brand’s global headquarters in Torquay, Victoria, in the coming months.
“Rip Curl is the ultimate surfing company, and joining this iconic brand as CEO is a career-defining moment,” Reade said. “Having spent the last 20 years celebrating sport and its central role in the lives of customers worldwide, I’m excited to bring that same passion to surfing and the lifestyle it represents.”
