Harley-Davidson recruits Nike veteran and former Yeezy collaborator to revamp apparel division

Harley-Davidson has recruited Nike veteran Erica Bullard as SVP of apparel & licensing division and former Yeezy collaborator Louise Goldin as its Creative Director.

In this newly created role, Bullard will lead the global apparel and licensing business for the Harley-Davidson brand, and will report directly to the company's CEO Jochen Zeitz.

Bullard joins the Milwaukee-based company from sportswear giant Nike, having served for over 20 years in various senior roles and business units across the company. She most recently served as the Vice President and General Manager of Nike NYC and the East, where she was responsible for driving accelerated growth and a connected retail marketplace in New York City with impacts across the East territory, North America and the globe.

Commenting on her new role, Bullard said: "There are few brands as iconic as Harley-Davidson, a brand built on a unique combination of authenticity, adventure and self-expression. I am excited to extend the brand through apparel and invite new and existing consumers around the globe to the Harley-Davidson community."

Goldin joins the company after a decade of shaping influential global lifestyle brands in the United States and Europe, including Kanye West's Yeezy line. The Central Saint Martins School of Art and Design graduate has also presented her eponymous collection on runways in London and New York.

In her new role, Goldin will head the new studio and design teams in New York and Milwaukee, bringing her expertise in applying advanced technology and functionality to Harley-Davidson apparel.

Goldin said: "I feel a deep connection between Harley-Davidson’s design language and my own DNA as a designer. I’m inspired by the unique combination of engineering, functionality, craftsmanship and soul that lies at the heart of Harley’s iconic heritage and brand aesthetic. My goal is to work that spirit and purpose into new pieces that will carry the brand forward into the future."

Jochen Zeitz, Chairman, President and CEO of Harley-Davidson, added: "As one of the most iconic brands in the world, the potential to grow our overall apparel and licensing business is significant and is one of the core pillars of our Hardwire strategy.

"We’re excited to have Erica and Louise join the team as we increase our focus on growing Harley-Davidson’s business, drawing from our 119-year heritage as one of the most desirable lifestyle brands that defines moto-culture in America and around the world."