HanesBrands announced that Lorenzo Moretti has been named president of ChampionEurope. In this role, Moretti will drive growth in the Champion brand across Europe, with a focus on continuing to elevate the business by delivering innovative products and building brand desire. He will lead the ChampionEurope direct-to-consumer business and build the company's strong position in wholesale channels.

Moretti will join HanesBrands in July and will be based in Carpi, Italy. Moretti brings extensive experience in the activewear category, consumer goods, marketing, e-commerce and retail. He joins HanesBrands from Dr. Martens – Airwair International Ltd, where he was EMEA president, delivering significant revenue and earnings growth while expanding in new and existing markets.

Moretti led the overhaul of the company's product and marketing strategy with a focus on the consumer. Prior to joining Dr. Martens in 2020, Moretti served as chief executive officer at Office Holdings, Ltd, the U.K.-based fashion retailer. Earlier in his career, Moretti held senior leadership positions at Nike, where he was responsible for the company's European football strategy and development and the company's European direct-to-consumer business.

Moretti also held senior leadership positions at Gap and Tesco.