Eddie Bauer has nabbed one of Nike’s top creative executives, José Cabaço. The outerwear and apparel company announced Thursday the appointment of Cabaço as its vice president and brand creative director. Most recently Cabaço held the position of global concept creative director of C.O.D.E. (Center of Design Excellency), where he created an award-winning creative campaign for the athletic brand.
“José has a proven track record of being able to develop emotionally compelling brand stories that inspire consumers,” said Mike Egeck, Eddie Bauer CEO. “His talents will be vital as we continue to amplify our voice within the active outdoor community.”
Cabaço brings more than 20 years of brand-building experience to the active outdoor lifestyle brand. He has held positions in top agencies including Young & Rubicam, Leo Burnette and Saatchi & Saatchi, before co-founding his own agency, Home, in Lisbon in 2001. Cabaço’s client list includes Procter & Gamble, Honda and Skoda, among others. In 2003, he became creative director for Nike Europe at Wieden + Kennedy in Amsterdam before moving to the brand’s headquarters in Portland three years later, focusing on creative strategies for Nike Latin America and Electronic Art. After a stint at Euro RSCG in 2008, he returned to Nike in 2010.
The outdoorsman has earned numerous awards including Cannes Lions and London International Advertising Awards, and is a co-founder of Portugal’s Art Directors Club.
“I’m thrilled to be a part of this talented team at Eddie Bauer,” Cabaço said. “I want to push the limits of how people connect with the brand. 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.”