Former Nike Global CMO Dirk-Jan van Hameren named WHOOP’s Chief Marketing Officer
Van Hameren spent more than three decades at Nike
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Published: Jul 9, 2026 8:11 AM | 2 min read
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- WHOOP has appointed Dirk-Jan "DJ" van Hameren as its new Chief Marketing Officer (CMO) as the company experiences rapid growth, surpassing 3 million members globally.
- Van Hameren, a former Nike Global CMO and two-time Olympian, will focus on building WHOOP's brand in human performance and proactive health.
- He brings over 30 years of marketing experience from Nike, where he led significant campaigns and initiatives, including the Livestrong project and the "Dream Crazy" campaign.
- Van Hameren aims to enhance WHOOP's global marketing efforts across various sectors, including brand development, media, and partnerships, as he believes proactive health will be a defining category of the future.
WHOOP, the human performance company, has named Dirk-Jan "DJ" van Hameren as Chief Marketing Officer (CMO). Van Hameren joins WHOOP as the company enters a period of unprecedented acceleration.
WHOOP recently surpassed 3 million members worldwide after adding its latest million members in just seven months. The former Nike Global CMO and two-time Olympian joins WHOOP to help build the world's defining global brand for human performance and proactive health.
Van Hameren spent more than three decades at Nike. He served as NIKE Inc.’s Executive Vice President and Chief Marketing Officer, leading Nike's worldwide marketing organization.
"The next great health company will do more than deliver breakthrough technology,” said Will Ahmed, Founder and CEO of WHOOP. “It will also inspire people to take control of their health every day. DJ has spent his career building brands that shape culture and motivate millions of people, and I'm excited for him to bring that experience to WHOOP.” At WHOOP, van Hameren will lead global marketing across brand, creative, international markets, media, athlete and sports partnerships, and product storytelling. He will help further expand WHOOP as a brand rooted in sport, trusted in health, and embraced by people committed to reaching their full potential.
"What attracted me to WHOOP was the scale and importance of the opportunity,” said van Hameren. “The company has earned extraordinary credibility with elite athletes and built an incredibly engaged, global community of more than three million members. But I believe we're still at the very beginning. Proactive health will become one of the defining categories of our generation. WHOOP will build the global brand that defines it."
Before becoming Nike's Chief Marketing Officer, van Hameren served as Global Vice President and General Manager of Nike Sportswear. During his tenure at Nike, he also led the ideation and execution of the Livestrong initiative, the award-winning "Dream Crazy" campaign, and the company's global marketing for the 2004, 2012, and 2024 Olympic Games.
Prior to his business career, van Hameren represented the Netherlands as a track cyclist at the 1992 Barcelona and 1996 Atlanta Olympic Games.
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