Fila USA has named athletic footwear and apparel industry veteran Bruce Fendell as its new vice president of sales.

Fendell joins Fila after spending the past four years as SVP of sales for the on-field division of Reebok International. Prior to his time at Reebok, he spent more than 17 years in senior level sales and product merchandising roles with Adidas, Pony and Apex One.

The company said that Fendell would focus on rebuilding Fila's footwear and apparel distribution in athletic specialty and sporting goods trade channels as well as in golf and tennis specialty accounts.

Fila USA president Jon Epstein said: "There is no one in this industry who is better qualified or more capable to fill this role than Bruce Fendell. We are very excited to have him as a member of our team and we look forward to the impact his efforts will have on our brand."

Fendell will also become a member of the new management team brought in by Fila Korea and its holding company Global Leading Brands House (GLBH), after its purchase of the company in March.