Gino Fisanotti, Nike’s former brand creative officer, will join Moncler as chief brand officer from June 7. The newly created position will report directly to Moncler chairman Remo Ruffini.

Following the hire, Moncler aims to develop a “consumer culture company driven by purpose, experience, and a sense of community, while drawing inspiration from different worlds including entertainment, sports, art and music,” Ruffini said in a statement.

Roberto Eggs — the former Louis Vuitton executive who has held the dual role of Moncler’s chief operating officer and chief marketing officer, playing a key part in the development of Moncler’s ‘Genius’ strategy — will become the group’s “chief business strategy and global markets officer” following the shakeup.