UK marketer wins out in Adidas restructure

Adidas has promoted head of communications for the UK Nick Craggs to director of marketing communications of its new northern European division.

The sports brand has brought its UK and Benelux operations together under a single management team to form what is to be called Area North. It will be headed by Adidas UK managing director Gordon Baird and will cover the UK, Ireland, Belgium, the Netherlands and Luxembourg.

The decision to combine operations is part of the brand’s Winning in Europe strategy, which is designed to improve brand focus and product selection in each area. The company has already combined operations in its southern and central European markets.

In his new role, Craggs will deal with sports marketing for the first time. He will oversee all Adidas’ sponsorship deals with teams and players. He will also be responsible for trade and retail marketing.

The restructure has resulted in the promotion of UK commercial director Tim Larcombe and UK director of range management Gavin Thompson. The two are to take up similar roles covering the whole of Area North.

Jeroen Kraay has been appointed commercial manager for the Dutch and Belgian markets and Richard Jansen will continue as head of operations at the Benelux office.

Craggs will report to Baird, but will also work closely with global head of communications Ulrich Becker, and head of global brand advertising Nicholas Baddour. Area North will be based at Adidas’ headquarters in Stockport from January 1.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest 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 will be your guide.


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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

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