New Balance Appoints Retail Veteran to Lead EMEA Expansion

Oliver Kamp has been named the new Retail Director for EMEA at New Balance, marking a significant career move after nine years with Lacoste. This appointment places Kamp at the helm of retail strategy and operations for the brand across the expansive Europe, Middle East, and Africa region.

The transition to New Balance comes at a time of considerable growth and investment for the athletic footwear and apparel company, both in its retail presence and ongoing innovation initiatives. Kamp’s role will be crucial in capitalizing on this momentum and shaping the future of New Balance’s retail landscape within the EMEA territory.

Kamp expressed his enthusiasm for the opportunity, highlighting the factors that drew him to New Balance. He stated he was particularly attracted to the brand’s rich heritage, its established athletic credibility, and its commitment to an innovation-driven approach. In a LinkedIn post, Kamp shared, “Stepping into my new role at New Balance as retail director EMEA fills me with a mix of excitement, curiosity & drive. It’s a brand with real momentum, a heritage with substance & an athletic, innovation-focused mindset that resonates deeply with me. I’m genuinely looking forward to contributing to the next stage of this journey.”

His departure from Lacoste concludes a nearly decade-long tenure with the French brand, where he most recently held the position of Retail and Omnichannel Director for Central and Northern Europe. Prior to Lacoste, Kamp demonstrated his retail leadership capabilities as Head of Retail for the DACH region at Mammut Sports Group AG.

Further demonstrating his extensive experience in the sporting goods retail sector, Kamp also previously served as Head of Retail for Quiksilver, solidifying a career built on successfully managing and developing retail operations for prominent brands.