Represent appoints former Adidas Yeezy exec to lead ambitious US expansion

British luxury streetwear brand Represent has hired former Adidas Yeezy executive Jim Anfuso as President, North America to spearhead its ambitious US growth plans. 

A veteran of the footwear and streetwear industry with pivotal experience managing the Adidas Yeezy business, Anfuso has joined the Represent executive team with a brief to accelerate the brand's foothold in the US, its fastest growing market.

Founded in 2011 by brothers George and Mike Heaton, Represent has fostered a strong sense of community around the brand and has secured high profile celebrity endorsements, most notably when Justin Bieber wore the brand on his tour in 2016.

Its distinctive aesthetic blends streetwear, fitness and music references giving it a wide appeal, while its graphic sweats and t-shirts, featuring anything from vintage Americana or heavy metal or rock band imagery, have become collector's items. Its active performance line 247 has been rapidly growing.

Represent womenswear

Based in Horwich, Greater Manchester, the brand made its intentions clear for the US by opening a flagship store in West Hollywood in 2024 (it also has standalone retail stores in Manchester and London). The US market now represents the brand's "most significant" opportunity, according to CEO Paul Spencer.

“Jim’s track record speaks for itself. From the minute we met Jim we knew he would be a great cultural fit with the wider leadership team and with George working side by side in our LA. office. Jim’s ability to navigate complex operational landscapes while maintaining brand integrity is exactly what REPRESENT needs right now," Spencer said.

Represent graphic t-shirts

Co-Founder and Creative Director George Heaton added: “We have built Represent on Relentless Effort, and to crack the US market, we needed a leader who understands both the culture of streetwear and the mechanics of a billion-dollar operation. Jim shares our obsession with product and precision. This is a critical piece of the puzzle for the US business”

In this new role, Anfuso will oversee all US operations, including retail expansion, wholesale partnerships, and the scaling of 247. The role will also leverage Anfuso’s deep experience in the footwear sector to refine Represent’s footwear strategy, a category the brand has identified as a key growth pillar.

“Represent has achieved something rare: a hyper-loyal community that spans luxury, streetwear, and performance,” said Anfuso. “The foundation George, Mike, and Spenny [Spencer] have built is incredible. My focus is now on operationalising that energy for the US market building the infrastructure, the team, and the strategy to take us from a ‘cult favourite’ to a dominant market leader. We are going to execute with the same level of precision and ambition that defined my previous work in this space.”

Main image: Jim Anfuso