Harley Davidson names Louise Goldin as creative director, adds new apparel and licensing head

By

Jennifer Braun

Published
Feb 3, 2022

Harley Davidson, Inc. announced on Wednesday that it is growing its team with the appointment of Erica Bullard as SVP of apparel & licensing and Louise Goldin as creative director. 

As part of the appointment, Harley Davidson’s General Merchandise (GM) function was transformed to Apparel & Licensing (A&L). The newly created function will leverage  Harley Davidson's recently opened creative studio in Tribeca, NYC, in addition to Harley Davidson's established design studio and archive in Milwaukee.

Bullard joins Harley Davidson from global sportswear brand Nike, Inc., where she worked for over 20 years in various senior roles and business units across the company. Most recently, she served as the vice president and general manager of Nike NYC and the East, where she was responsible for driving accelerated growth and a connected retail marketplace in New York City. She will report into Jochen Zeitz, CEO. 

Likewise, Goldin will head the new studio and design teams in New York and Milwaukee, bringing her expertise in applying advanced technology and functionality to the intersection of modern lifestyle design and fit-for-purpose apparel at Harley Davidson. She graduated from the elite Central Saint Martins MA course in Fashion Design with knitwear and is recognized for her acclaimed eponymous collection on runways in London and New York.

"As one of the most iconic brands in the world, the potential to grow our overall Apparel and Licensing business is significant and is one of the core pillars of our Hardwire strategy,” said Zeitz. 

“We're excited to have Erica and Louise join the team as we increase our focus on growing Harley-Davidson's business, drawing from our 119-year heritage as one of the most desirable lifestyle brands that defines moto-culture in America and around the world.”

"I feel a deep connection between Harley-Davidson's design language and my own DNA as a designer," added Goldin. "I'm inspired by the unique combination of engineering, functionality, craftsmanship and soul that lies at the heart of Harley's iconic heritage and brand aesthetic. My goal is to work that spirit and purpose into new pieces that will carry the brand forward into the future."