Sportswear retailer JJB Sports has appointed DSG International's group retail director Keith Jones as its new chief executive. He should start by 1 March 2010. Keith Jones, who has been appointed following a 10 month search for a replacement for Chris Ronnie, has also worked at Virgin and B&Q. Former DSG boss John Clare is a JJB non-executive.JJB chairman Sir David Jones argues that: "JJB has been through a lot in the past year but we have now reached a stage where we have the funding, the strategy and the team to plan for the future"."Now that the group has resolved its financial issues it has a real opportunity to assume leadership in the sports retail sector" says Keith Jones.Richard Bernstein of 11.4% shareholder Crystal Amber is positive about the appointment.