Eddie Bauer Taps Longtime Nike Exec and Advertising Veteran as VP and Brand Creative Director


As of Thursday, April 30, 2015

Eddie Bauer named José Cabaço vice president and brand creative director of the Bellevue, Wash.–based outdoor lifestyle brand.

Cabaço was previously global concept creative director at Nike’s C.O.D.E. (Center of Design Excellency) division. He has two decades experience in advertising and the active and outdoor industries for ad agencies such as Young & Rubicam, Leo Burnett and Saatchi & Saatchi as well as his own agency, Home, based in Lisbon, Portugal, which merged with Grey Worldwide in 2002. He began working with Nike Europe in 2003 when he was named creative director for the brand at Wieden+Kennedy in Amsterdam, relocating to Nike’s Portland, Ore., headquarters in 2006 to lead creative strategy for Nike Latin America and Electronic Arts. He left the athletic apparel maker briefly to serve as chief creative officer at Euro RSCG, returning in 2010 to become Nike’s global brand creative director.

“We are very excited to welcome José to Eddie Bauer,” said Mike Egeck, chief executive officer for Eddie Bauer, in a company statement. “José has a proven track record of being able to develop emotionally compelling brand stories that inspire consumers. His talents will be vital as we continue to amplify our voice within the active outdoor community.”

Cabaço said he wants to “push the limits of how people connect” with Eddie Bauer. “Inspiring a new generation of adventurers is my ultimate goal. Inspiration is an essential part of living and at the heart of everything I do,” he said.