"If you cut Phil in half you would see he is blue blooded and it would read Shimano"

Phil Hammill becomes Madison’s Mr Shimano

Phil Hammill is to become brand director for Shimano and PRO at Madison

The long serving Madison employee will move from being own brand director to being dedicated to Madison’s largest and most successful brand, Shimano.

Hammill managed Shimano and PRO for many years, rising to Shimano brand director, a position he held until the end of 2011. For the last four years he has been focused on the Sportline bike brands and Madison clothing, but Shimano is now back in Hammill’s experienced hands.

Dominic Langan, Madison CEO, said “Phil is a very talented brand director and over the last few years has played a key role in building the Madison clothing brand along with the bike brands within Sportline, especially Genesis and Saracen. However, if you cut Phil in half you would see he is blue blooded and it would read Shimano. With our exciting and extensive Shimano agenda I needed to make sure I had the best man for the job.”

President of Shimano Europe Marc Van Rooij said: “I believe Phil is the best choice you can make for us, as he’s a very talented and dedicated employee that really worked things out in the past on Shimano."

Hammill himself added: “I am excited to be once again working with one of the biggest names in cycling. Shimano is an amazing business that I have always admired and respected. Once of the main reasons I joined Madison over 18 years ago was for the opportunity to work with Shimano. What is perhaps even more exciting is a chance to be involved at a time when they are about to bring a whole new level of innovation and technology to the market that will drive even more growth for all of our customers.”

Phil Hammill will continue to oversee the brand development for the fishing business Leeda.

A new appointment of a brand director for all Madison and Sportline Own Brands will be announced in due course, the firm said.

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