Helly Hansen appoints ex-Adidas global chief

Former Adidas global marketing chief Jan Valdmaa has been appointed chief executive of Norwegian outdoor-wear brand Helly Hansen.

Valdmaa succeeds Erik Stensrud, whose three-year contract has expired. Stensrud is believed not to be seeking another position at the moment for personal reasons.

In a separate development, Helly Hansen chief operating officer and former managing director of Adidas in the UK Bob McCulloch was this week appointed chief executive of BSkyB’s new online retailing operation SkySportstore.com.

McCulloch and Stensrud were appointed on fixed, three-year contracts when Bahrain-based Invest Corp took over Helly Hansen three years ago.

The pair helped to rebuild the business, which has performed strongly in the UK over the past year.

Valdmaa, who was head of marketing and an executive board member of Adidas-Salomon, left the German company at the start of the year. He was replaced by Erich Stamminger, joint head of marketing for Europe and Asia.

Valdmaa says: “Over the past three years we have seen exceptional developments in the company’s operation.

“Together with tremendous brand attributes, we have the foundations to build Helly Hansen into a strong and successful international performance brand.”

In April, former Adidas marketer Andy Towne was promoted to Helly Hansen’s global head of marketing.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here