Carhartt appoints former Champion President as Chief Brand Officer

American heritage workwear brand Carhartt has appointed Susan Hennike, who spent 12 years at Hanesbrands where she became President Champion North America, as the company’s new Chief Brand Officer (CBO).

Hennike will “lead the strategic development of multi-year brand strategies”, positioning Carhartt for sustained growth and profitability. She will oversee a team of almost 200 associates across creative, marketing, product and research and development, while “identifying new opportunities to advance the brand and preserve its heritage”.

Hennike joins Carhartt from Bombas, where she held the role of Chief Product Officer for one year between July 2021 and July 2022. Prior to that, during her four and half year spell driving Champion as President North America (January 2017 – May 2021), she led the athletic brand to double-digit growth, overseeing its direct-to-consumer platform and driving all creative content and storytelling for the brand.

Hennike will report to Linda Hubbard, Carhartt's President and Chief Operating Officer, who said: “Susan has an incredible reputation of growing emerging and established apparel brands across diverse audiences and reaching consumers creatively and authentically.

“Her vision will help shape Carhartt's future, improve the experience for all hardworking people and find new ways to reach those who have yet to experience Carhartt.”

Prior to re-joining Hanesbrands in 2014 (she originally joined in November 2006 as Director of Activewear Merchandising and Retail Planning for Champion and C9 by Champion, until May 2012), Hennike was AVP Swim Merchandising at Victoria’s Secret for two years, from June 2012 – June 2014.

She has also previously held roles as Director of Merchandising Licensed Apparel at Nike, and Category Manager for Women’s Apparel at Adidas International.