New Balance names top Euro marketer

Athletics brand New Balance has appointed Toby Richter as European marketing director. He joins from German agency Top Sportmarketing, and has previously held various positions at Adidas.

Richter, a former athlete, will join the company on January 6 and will have responsibility for marketing European footwear and clothing. The appointment forms part of New Balance’s drive to become the top running performance brand in Europe.

According to figures from NPD Fashionworld Market Research, Boston-based New Balance is ranked second in the sports shoe industry, based on distribution levels to retailers. The figures put it ahead of Reebok and Adidas, in third and fourth place respectively. New Balance does not sponsor celebrity athletes and does not retain an advertising agency.

Earlier this year, New Balance appointed Chris Cotcher as head of marketing for the UK and Richard Ward as marketing manager (MW June 27). UK marketing strategy had been developed by the European team, following a series of departures from the UK division, and Cotcher and Ward were appointed to focus on building partnerships and grassroots marketing.