Jim Monahan, former vice president of footwear for Asics America, has been hired by 361 Degrees to steer the Chinese sports apparel and footwear brand's move into the U.S. market. Monahan has taken the helm of a new company, 361 Degrees USA, established in Irvine, California in June. The operation is meant to target a small range of retailers this winter ahead of a more comprehensive launch next spring. 361 Degrees has planned a marketing campaign in October focusing on Kevin Love, the NBA player from the Cleveland Cavaliers. Monahan is to be supported among others by Rich Bourne, former president and chief operating officer of Asics' American operation, who will be a strategic adviser for the Chinese brand. The move fits with its declared objective to become one of the world's five largest sports brands. While its offering still focuses strongly on fashion in China, it will start approaching the U.S. market with running and training products.

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