The British outdoors and sporting goods brand Hi-Tec has named Charles Willis its Outdoor Creative Director, as Global Outdoor Category Director Hy Rosario leaves the company to seek new opportunities.

Willis will be a significant influence and inspiration on the label’s growth and also will support the launch of a new global marketing campaign for S/S 11 in Cape Town in April. He leaves his current position as Vice President and Creative Director at Merrell, a division of Wolverine World Wide. For more than 18 years, he was responsible for several key outdoor product designs, including the company’s bestselling Jungle Moc and Chameleon shoes.

“We look forward to welcoming Charles to apply his proven talent to further evolve our brand by delivering industry leading product and therefore build on the positive sales increases Hi-Tec achieved in 2009,” said Ed van Wezel, Hi-Tec’s General Manager.

Founded in 1974, Hi-Tec became known for its special footwear designed for squash. Today it offers a wide product range with its Hi-Tec Outdoor, Hi-Tec Court, Hi-Tec Golf, Hi-Tec Sport, Urban collections and Magnum brands. Currently the company employs approximately 500 employees and generates global sales of over US$250 million.

—Lena Grossmüller