Footwear industry vet Frederic De Beule joins Sanuk


With a background in developing footwear for major brands, Frederic De Beule will now lend his expertise to Sanuk as Director of Product

Sanuk is excited to announce the appointment of Frederic De Beule as Director of Product, effective October 17, 2016.

Frederic succeeds Trisha Hegg as the Sanuk product lead. After serving Sanuk for nearly 5 years, Trisha will step down from her role as Vice President of Sanuk Product to stay with her family in Encinitas, CA. Frederic will assume the responsibilities of leading the creative vision, design direction and line planning for all Sanuk product.

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"During my short time with Sanuk, it has been a pleasure to work with Trisha. She has been instrumental in the brand's growth from a small surf brand to the lifestyle powerhouse it is today," said Magnus Wedhammar, General Manager of Sanuk, "That said, this shift could not come at a better time as we look to write the next chapter of the Sanuk brand."

Frederic has more than 10 years of experience in product line leadership in the athletic footwear industry. Frederic joins Sanuk from Adidas, where he helped evolve the Adidas Original global product line to its prominent status. Prior to Adidas, Frederic served at Nike where he managed product lines in both Europe and the United States. Frederic will oversee the Sanuk Product Team from the headquarters in Goleta, CA.

"I am confident that Frederic's expertise and vision will further strengthen our product proposition and set the Sanuk brand up for future growth," added Magnus Wedhammar.


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