Nike hires Gap exec Lee Bird to run smaller brands

LOS ANGELES, June 23 (Reuters) Nike Inc., the world's largest athletic footwear and clothing maker, on Thursday said it hired former Gap executive Lee Bird as subsidiaries president, with oversight over the Cole Haan, Converse, Exeter Brands Group and Hurley International businesses.

Bird, 42, most recently served as executive vice president of new business development at Gap Inc., Nike said. Previously he was Gap's chief operating officer and chief financial officer of Gap's Old Navy casual clothing unit.

Industry watcher Kurt Barnard, president of Barnard's Retail Consulting Group in New Jersey, called Bird's departure from Gap part of a pattern of problems that have dogged the San Francisco-based casual retailer over the past two years.

''Why did he jump ship? That's question number one,'' Barnard asked. ''Number two, who will want to replace him, would you?'' Gap officials were not immediately available for comment, and efforts to reach Bird were unsuccessful.

Gap has contended with months of slumping same-store sales and decreased foot traffic amid fashion missteps and quality problems that have alienated many loyal customers. The company has said that improvements in its product offerings and reorganized stores will not only renew customer confidence but will likely spur financial improvements later this year.

''The company gives the impression of being rudderless.'' Barnard added.

At Nike, Bird will report to new Chief Executive Mark Parker.

When Parker replaced former Nike CEO William Perez in January, some industry watchers saw the move as a victory of the Nike brand over the company's portfolio of subsidiary brands. Perez was seen by some as focusing too much attention on growth in those brands to the exclusion of the core Nike brand.

Cole Haan makes luxury shoes, handbags and accessories. Converse and Exeter make athletic shoes and apparel and Hurley makes surf-inspired, ''youth lifestyle'' footwear and apparel.

REUTERS CS PM1226