NEW YORK – Bruce Fendell has joined Fila USA as vice president of sales.
Fendell had been senior VP of sales for the On-Field division of Reebok International for the past four years. He was director of footwear and key account sales for Adidas America between 1996 and 2003 and has also held key sales and merchandising posts with Pony and Apex One.
Working from Fila USA’s New York offices, he reports to Jon Epstein, president of Fila USA and a former colleague of Fendell’s at Adidas. Fendell will focus on rebuilding the company’s footwear and apparel distribution in sporting goods and sports specialty stores and with golf and specialty accounts. He will also look to “selectively expand the brand’s penetration with key mid-market retailers,” the company said.
Epstein and Fendell are part of a new management team being assembled at Fila since its acquisition in March by Fila Korea Ltd. And its holding company, Global Leading Brands House.