Adidas splits brand and sales responsibilities

Adidas has split executive responsibility for global brands and sales in a bid to “strengthen brand management”.

Katy Perry in Adidas advert
Katy Perry in Adidas advert

Erich Stamminger, member of the group’s executive board , will take on the responsibility for its global brands division, which comprises of adidas and Reebok.

Bernd Wahler, chief marketing officer of its adidas sport performance, Hermann Deininger, CMO for adidas sport style, and Uli Becker, president of Reebok, will now report into Stamminger.

Herbert Hainer, adidas group CEO and Chairman, will assume direct responsibility for global sales

The group says in a statement that the split will “foster further alignment and strengthen brand management supporting long-term sustainable growth”.

The announcement of the new structure comes as the sportswear company reported a 95.7% drop in net profit to €12m in the three months to 30 June as consumer spending fell during the global recession. Group sales fell 2% in the period to €5.03bn.

The adidas brand is this year celebrating its 60th birthday. The company launched a star-studded campaign under the name “House Party” last November featuring celebrities such as David Beckham, Katy Perry and Missy Elliott as part of the Adidas Original brand’s 60th anniversary celebrations.



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