The World Federation of the Sporting Goods Industry (WFSGI) has appointed Li & Fung executive Helen Ford as senior executive director of its Asia division.

The appointment comes as WFSGI sets up its regional Asia office in Hong Kong. Ford took up the role with effect from 1 April.

She will be responsible for developing WFSGI services to manufacturers and brands in the Asian region and intensifying the relationship with the company's Asian and Oceania national and regional federations.

Ford has extensive experience in procurement, supply chain operations, partner management and corporate responsibility and knows the sporting goods industry well, having worked at Pentland Brands for a number of years. Prior to joining WFSGI, Ford held a senior position in Li & Fung.

"In Helen we have found a highly competent person who will lead the integration of the Asia office and services into WFSGI global roles, tasks and services," said Robbert de Kock, WFSGI secretary general. "She will develop local programs with global concerns and programs arising from local concerns targeted for manufacturers, brands and retailers."