Levi Strauss & Co has appointed James Curleigh as president and executive vice president of the denim company’s namesake brand.

Curleigh, who will start this role on 5 July, will be responsible for managing the strategic direction and execution of the Levi’s brand.

“James is an inspirational brand leader with a proven track record of bringing innovative products to market while delivering strong results,” said Chip Bergh, president and CEO of Levi Strauss & Co.

Curleigh most recently served as president and CEO of footwear and accessories company Keen Footwear. Prior to this, he worked at sports firm Salomon Sports North America as president and CEO.

Separately, the company has promoted Joelle Maher to executive vice president and president of global retail, while Varun Bhatia has been named chief human resources officer.

These appointments are consistent with the company’s strategy to refine its global operating model to build better synergies between brands, be closer to consumers and customers and deliver products that win in local markets, Levi’s said.