British cycling brand, Rapha, has appointed Jodie Harrison as its Chief Brand Officer, a new role which will see it conduct an “end-to-end recalibration” of its brand positioning.

Reporting to CEO Fran Millar, Harrison, who had already been working with Rapha in a consulting role since January of this year, will join the brand’s leadership team as it begins recalibrating its positioning. This is the second time Millar has brought in Harrison, having also appointed her to the role of Chief Brand Officer while she was CEO of motorcycle fashion brand, Belstaff.

According to Millar, Harrison will be charged with “inspiring new and future fans in this next chapter for the brand.”

“Rapha has already achieved an enviable and established heritage. It’s a brand’s brand – recognised globally and genuinely loved – so shepherding it into a new era comes with great responsibility,” Harrison said. “No other brand has defined and redefined cycling like Rapha, transforming the way the world sees the sport. [It’s] made cycling relevant, evocative and alluring,” she added.  

Starting her career at GQ magazine, Harrison has also previously held branding, creative and creative roles at Mr Porter, Soho House and Anthropologie.