JD reshuffles leadership with veteran named Managing Director of EMEA

JD Sports has promoted long-serving executive Paul Orange to Managing Director of JD EMEA, consolidating leadership across one of the group’s most strategically important regions as it continues to scale internationally.

Orange, who has spent more than 23 years with the business, was most recently General Manager for EMEA. In his new role, he will take full responsibility for the JD brand across the UK, Europe, the Middle East and Africa, reflecting both the maturity and ongoing growth ambitions of the region.

A JD Group spokesperson told TheIndustry.fashion: "We are pleased to confirm that Paul Orange has been promoted to Managing Director of JD EMEA (UK, Europe, Middle East and Africa).

"Previously General Manager for this region, he brings more than 20 years’ experience with JD and has been integral to our growth journey, including playing a key leadership role in our early European expansion.”

Orange’s career at JD spans senior operational and retail leadership roles. He joined the business in 2002 as a Regional Manager before progressing through roles including Head of Retail & Operations for the JD Group’s fashion division, European Head of Retail & Operations, Retail Director Europe and, most recently, General Manager for EMEA.

In his expanded remit, Orange will lead buying, own brand and marketing, alongside merchandising and digital. He will also oversee JD’s support functions, including finance, property and HR, as well as country managers across the EMEA region.

Alongside the promotion, JD confirmed that Michael Armstrong has stepped down from his role as Managing Director of the JD brand after more than 30 years with the business.

The spokesperson added: "At the same time, we can confirm that Michael Armstrong has stepped down from his role as Managing Director of the JD brand to pursue other opportunities. We sincerely thank Michael for his commitment, leadership, and contribution to JD over 30 years."

Armstrong has been a key figure in JD’s transformation into a global sportswear and athleisure powerhouse, overseeing periods of rapid store expansion, internationalisation and brand elevation.