Authentic Brands Group announced on Monday the appointment of Warren Bowers as general manager, Africa, effective immediately.

In his new role, Bowers will be based in Cape Town, South Africa and will spearhead Authentic’s expansion across Africa, “cultivating strategic partnerships to drive long term value and growth for its portfolio of iconic and world-renowned brands,” according to a press release.

With more than 25 years of experience in the fashion, outdoor, and sports sectors, Bowers has a proven track record in assembling top-performing teams, progressing from managing director to overseeing retail, wholesale distribution, and licensing responsibilities.

Bowers’ previous roles include serving as the managing director at Bounty Brands, as well as senior retail director at Adidas. 

“This strategic appointment underscores Authentic’s commitment to expanding its presence in emerging markets worldwide where our brands can lead,”said Henry Stupp, regional president EMEA and India – lifestyle. 

“We had the privilege of working closely with Warren during Reebok’s launch across Africa and are excited to welcome him as Authentic’s first team member based in the region.”

Last month, ​Authentic announced the appointment of Bruno Pedroso de Almeida to the role of vice president, head of Brazil.