Ashford is currently vice president, general manager of Jordan Brand for North America and is a 21-year Nike veteran. Daric has held senior management positions across retail and sales within the Nike brand. Jordan Brand is a subsidiary of Nike dealing primarily in basketball shoes and athletic apparel. PGA Tour player Keegan Bradley has famously been testing and helping design a Jordan Brand golf shoe, in consultation with the company's namesake and founder, one-time basketball player and full-time current golfer Michael Jordan.
There were no details about Ashford's golf expertise, although those familiar with him call him an avid player. One example: He was listed as a participant in the 2014 Michael Jordan Celebrity Invitational Pro-Am.
"Daric's leadership has helped to deliver strong revenue growth and expand the Jordan Brand. His proven track record, along with his experience in global categories, makes him ideally suited to leading the golf business," said Jayme Martin, Nike's vice president and general manager of global categories.
Ashford takes the helm of a golf brand whose two preeminent endorsees Tiger Woods and Rory McIlroy are regarded as two of the top three favorite golfers in the game, according to a recent survey by industry research firm Golf Datatech. McIlroy is currently the No. 1-ranked player in the world. The Nike brand also counts 2014 U.S. Women's Open champion Michelle Wie in its stable.
Over the last six years, sales for Nike Golf have remained steady while still trailing top brands like TaylorMade-adidas Golf, Callaway Golf and Acushnet. Sales were $725 million in May of 2008, and $789 million through the fiscal year ended May 2014. The 2014 numbers were about equal to 2013's figure of $792 million.
Ashford replaces Cindy Davis, 52, who announced her retirement in October. Davis had led Nike Golf since 2008.