British luxury streetwear brand Represent has a new country president to lead its North American ambitions. Jim Anfuso, described as a veteran of the footwear and streetwear industry with “pivotal experience” managing the high-profile Adidas Yeezy business, has joined Represent’s executive leadership team.

He’s tasked with accelerating Represent’s foothold in the US, “currently the brand’s fastest-growing market”. In his new role, Anfuso will oversee all countrywide operations, including retail expansion, wholesale partnerships, and the scaling of its performance line 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 noted the appointment “comes at a critical inflection point”, following the opening of the brand’s West Hollywood flagship and the “rapid adoption” of the 247 label.

As the brand “shifts from a cult British label to a global powerhouse”, it said Anfuso “brings a rare dual expertise in high-heat product strategy and operational infrastructure, a skillset honed during his tenure managing one of the most significant footwear partnerships in history”.

CEO Paul Spencer added: “As we enter our next phase of global expansion, the US market represents our most significant opportunity.

“Jim’s track record speaks for itself. From the minute we met… we knew he would be a great cultural fit with the wider leadership team and with [co-founder] George [Heaton] 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.”

George Heaton also said: “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”

Anfuso said of his appointment: “Represent has achieved something rare: a hyper-loyal community that spans luxury, streetwear, and performance. 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.”