Hayes will work alongside retail director Ron Rome and HR and training director Paul Mitford.
She will join the retailer on 1 November and will be based at its Retail Support Centre in Wigan.
Hayes has worked in retail for more than 15 years.
Before joining Ben Sherman, Hayes worked at Nike for eight years.
She was originally a European buying and merchandising director and, after a short spell at Tesco.com, as Nike’s UK retail director.
JJB chief executive Keith Jones said: “Kate’s experience in the sportswear market will be a great asset as we continue to strengthen our senior management team and drive the turnaround of JJB Sports. Kate will lead improvements in our product offer to customers.”