VF Licensed Sports Group, part of the VF Corporation, has appointed Mark Underwood, former Boxfresh sales director, as the new Managing Director for Europe, Middle East and Africa (EMEA).

Executive Search firm, Fusion Associates facilitated his appointment and Mark Underwood is replacing Gary Sheppherd who left the business earlier this year due to health reasons.

Underwood was previously Sales Director for 5 years at Boxfresh and previously the Northern Europe Sales Manager at Fred Perry for 7 years. Commenting on his new role, he said: “VF LSG is the leading American Sports licensing company in the sector, I have a great team here in London and I am looking forward to building the lifestyle/fashion category within the business.”

He will be based at LSG’s European HQ in London, tasked with developing the lifestyle category and the Majestic Athletic brand within the EMEA region. The VF Licensed Sports Group markets branded apparel under agreements with licensors such as the National Football League (NFL), Major League Baseball (MLB), Major League Baseball Players Association (MLBPA), the National Hockey League (NHL), Under the Majestic Athletic brand, the division is the official on-field uniform supplier of Major League Baseball (MLB).