Nike Golf has a new boss. He’s Daric Ashford, a 21-year Nike Inc., veteran who had been vice president/general manager of the company’s (Michael) Jordan Brand for North America. Ashford replaces Cindy Davis, who retired this past October. He will report to Jayme Martin, Nike’s VP/GM of Global Categories.
Nike Golf names Ashford as new president
“Daric’s leadership has helped to deliver strong revenue growth and expand the Jordan Brand. His proven track record, along with his experience in global categories, makes him ideally suited to leading the Golf business,” Martin said.
Only time will tell if that’s the case. Leading the softgoods-centric Jordan Brand with its iconic star isn’t the same as leading a golf equipment company fighting for market share in the hardgoods segment of the industry –even with Tiger Woods and Rory McIlroy.
