Adidas loses Olympic Games director to Polo Ralph Lauren

Adidas is losing its global Olympic Games director, Erica Kerner, less than a year before the London 2012 event opens.

/w/f/q/adidas160.jpg

Kerner, who is also “head of London 2012” for Adidas, is leaving to become Polo Ralph Lauren’s first vice president of marketing for the Asia Pacific region.

Kerner will end her seven year tenure at Adidas next month, during which time she oversaw the company’s sponsorship of the Beijing 2008 Olympics. She was appointed to officially lead Adidas’ sponsorship of London 2012 in 2009.

Before joining Adidas in 2004, Kerner spent ten years with Nike and, as director of international marketing for retail, led the team that opened the Niketown store on Oxford Street, London.

There are no plans to replace Kerner, but Lee Gibbons, head of event operations for London 2012, will take over Adidas’ day to day relationship with LOCOG. The overall London 2012 project will continue to report into Nick Craggs, marketing director for Adidas Area North.

Adidas is hoping its tier one London 2012 Olympic and Paralympic Games sponsorship will help it overtake Nike to become the leading sportswear brand in the UK. Currently Nike holds an 18% share of the £4bn UK sportswear market, compared with Adidas’ 15%.

As the Games’ official sportswear partner, Adidas will design and produce kit and apparel for Team GB, Paralympics GB and officials. The company has drafted in Stella McCartney as creative director to oversee the design of the official Games sportswear.

The brand also hopes its sponsorship will increase sports participation and hopes to open more than 100 “AdiZone” outdoor gym, football, tennis and basketball before the Games open next year. It is hoped the AdiZones will ensure that desire for the brand remains after the Games.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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