Global sneaker and streetwear retailer Snipes announced the retirement of Brian Forde, Group Chief Merchandising Officer in the US, effective June 30, 2024. After 40 years in the sneaker industry, Forde is stepping down to begin his well-deserved retirement.
Forde began his career in various sales leadership roles at Nike before transitioning into retail in 2017 and joining KicksUSA, which was the platform for Snipes’ US market entry in 2019. During his time at Snipes, he played a pivotal role in launching and building the brand in the US, leaving a lasting impression on the company as it grew from 64 to over 350 stores.
To mark Forde’s departure, Snipes introduces Dimitrios “Jimmy” Lessen as his successor in the position of Chief Merchandising Officer, effective Feb. 13, 2024. He brings 30 years of experience in the sneaker industry. Most recently, as Vice President and General Merchandising Manager of Foot Locker North America, he was responsible for product strategy and buying. Prior to that, he was General Merchandising Manager for Foot Locker Europe for 7 years. He will report to Jim Bojko, President of Snipes USA.
