The new owners of Australian surfwear and extreme sports label Hot Tuna said today they had appointed respected action sports executive Rod Williams as its chief executive officer.

In a news release, the company said Mr Williams has been in the action sports industry for 20 years, mainly in Europe and the US, working with global brands Rip Curl and Timberland.

Commenting on his new role, the former international sales manager for Rip Curl, said: "I am very excited about joining Hot Tuna with its unique 33 year heritage in the surf industry.

"Building on the values of the brand founded by surfers Richard and Jo-Anne Meldrurn, Hot Tuna is now positioned to evolve into a global brand. The opportunities in the surf and extreme sports market place Hot Tuna in an envious position."

He continued: "The new Hot Tuna executive team constitute the building blocks to become a formidable force within the surf and extreme sports industry alongside Rip Curl, Quilksilver, Mambo and Billabong."

Hot Tuna was sold last month to Federation Group Ltd and a new management team for an undisclosed sum.