Reebok hands Frascotti top role

Reebok has promoted John Frascotti to vice president for global sports marketing, the company’s most senior marketing role.

He replaces John Boulter who left the post two weeks ago.

A spokeswoman for Reebok says: “John Frascotti has replaced John Boulter. His job will be to look after our marketing effort wherever we operate in the world.”

Frascotti will be based in the company’s corporate headquarters in Massachusetts, America, while British-born Boulter had been based in London. Frascotti was an internal promotion from the business’ sports marketing department.

Boulter, who had been with Reebok for several years, was the key to many of the high-profile sponsorship deals the company signed. He was behind the company sponsoring Liverpool, as well as its provision of team kit for the British Athletics team.

Boulter was also personally responsible for Reebok sponsoring the Manchester United and Wales winger Ryan Giggs.

The sports company has gone on to base three campaigns around the football star.

It is not clear where John Boulter has gone to. However, he has in the past been linked with a senior post in the new structure in British athletics.

Reebok is the smallest of the three sports wear giants. Nike has revenues of about 5.6bn, Adidas of about 3.5bn, with Reebok coming in with sales of 2bn.

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