Tariq arrives at Apple from Nike, where he served as global senior director of social media and community since October, 2012. Before that, he was global director of social media, digital marketing, at Burberry — a position he held for about one year before jumping to Nike.
The hire follows Apple’s recent addition of a pair of Nike FuelBand engineers to work on its own wearable technology and continues Apple CEO Tim Cook’s penchant for poaching talent from Nike. Tariq also reported directly to Apple retail and online stores chief Angela Ahrendts while they were both at Burberry, where “he was instrumental in working with Ahrendts on growing Burberry’s global brand,” according to 9To5Mac.
Of course, this move also follows Apple’s recent decision to take more of its production work in-house. Some might see it as yet another step in the brand’s plan to take greater control over its own identity.