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Reebok’s Jasmine Bellamy is dedicated to leading tough conversations

Reebok's Jasmine Bellamy is dedicated to leading tough conversations
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Sports Illustrated and Empower Onyx are putting the spotlight on the diverse journeys of Black women across sports—from the veteran athletes, to up-and-coming stars, coaches, executives and more—in the series, Elle-evate: 100 Influential Black Women in Sports.

They say heavy is the head that wears the crown, but not so much for Jasmine Bellamy. She delights in her job as Reebok’s self-proclaimed head merchant and culture transformer. Of course, that’s not her formal title, but it perfectly sums up the dual role she plays for the sports and fitness brand.

Officially, Bellamy is the brand’s U.S. head of merchandising, planning, allocation and logistics. That means it’s her responsibility to consistently deliver a hat trick of intuition, taste and timing to drive sales and grow profit margins while minimizing product markdowns. Sounds complicated, but as Bellamy puts it: “I get to lead the teams that touch every product that comes through our stores, or through our digital site, in a way that pulls a customer in to make a purchase,” she says.

In the almost two years that she’s been with Reebok, Bellamy’s creativity and analytics helped sustain the company as one of the top-10 sportswear brands in the world, despite a global pandemic that caused an unprecedented disruption in commerce.

Her other gig as “culture transformer” has positioned Bellamy as one of Reebok’s greatest minds fixed on strengthening its in-house diversity and inclusion efforts. As the company’s head of change management under the United Against Racism for Reebok initiative, she’s created a safe space for employees to have tough conversations about dismantling assumptions, bias, hostility and microaggressions. Find more.

|Source: Online/KSU

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