OXEN Sports is excited to announce the appointment of Craig Franklin as Brand Director, strengthening the company’s continued investment in innovation, performance and storytelling across the global sportswear landscape.
Franklin joins from Rugby League World Champions Hull Kingston Rovers, where he most recently held the role of Chief Operating Officer, playing a central role in the club’s rapid commercial growth and brand evolution.
During his time at Hull KR, Franklin became widely recognised for delivering forward thinking campaigns and fan first strategies, helping position the club as one of the most progressive organisations in rugby league, including leading on international projects across Amsterdam, Papua New Guinea and Las Vegas.
At OXEN Sports, Craig will lead the brand’s global identity, creative direction and strategic marketing, working across its expanding portfolio of elite team partners, athletes and products.
Speaking on the appointment, new Brand Director Craig Franklin said:
“OXEN has huge ambitions and a clear challenger brand mindset, both of those align to my personal values and thinking. I’ve watched closely how it has disrupted the market and built authentic relationships within different sports. So the opportunity to shape the next phase of that journey and elevate the brand globally is incredibly exciting.”
Lee Jenkinson, CEO of OXEN Sports added:
“Craig brings a rare combination of creativity, commercial understanding and deep experience in sport. His track record speaks for itself, building brands that connect with fans, drive growth and challenge convention. As we continue to scale, his leadership will be instrumental in defining what OXEN stands for on the global stage.”
Franklin’s appointment marks another significant step in OXEN’s evolution, reinforcing its commitment to bold thinking, premium performance and meaningful partnerships across sport.