Adidas creates core product chiefs in N European revamp

Adidas has created three senior marketing positions as part of a restructure of its marketing communications department. The team will be part of its new northern European division, Area North.

By creating the new positions, Adidas for the first time brings all its interests together under three core product categories: individual sports, team sports and lifestyle.

Senior communications manager Wendy Taylor has been promoted to senior marketing communications manager of individual sports. She will be responsible for launching shoe technologies a3 and ClimaCool as well as managing the brand’s associations with the Olympics, marathons, tennis and running.

Senior sports marketing manager Aiden Butterworth has been promoted to senior marketing communications manager of team sports. He will oversee football as well as rugby, basketball and hockey. Senior marketing services manager Donna Bellamy becomes senior marketing communications of lifestyle. She will be responsible for Adidas’s fashion and heritage ranges.

All three will report to head of marketing communications Nick Craggs, who was promoted from UK head of communications last month when Area North was created (MW November 21). The division, which brings its UK and Benelux operations under a single management team, is headed by UK managing director Gordon Baird. Adidas has already completed similar restructures of its southern and central European operations.

The restructure has also led to the promotion of senior trade communications manager Ashley Williams to senior marketing services manager. Robin Money, head of sports marketing for the UK and Ireland, will continue in that position.