Adidas hired John Miller to lead the North America business. He is a familiar face with the employees who have been with the brand or worked in the active lifestyle footwear and apparel space over the last 20 years.
Most recently, Miller was the SVP of Puma North America’s wholesale business. He is returning to Adidas, where he had worked in the early- to mid-aughts, this time as president of North America, effective immediately, responsible for oversight of the company’s operations in the U.S. and Canada.
Miller will be based in Portland, OR, reporting to Arthur Hoeld, Adidas’ Executive Board member heading global sales.
“We are happy to welcome John back to Adidas as our new president of North America,” Hoeld stated. “John is a consumer-driven leader with a strong record of success in executing growth strategies, repositioning and accelerating brands throughout his career. John is passionate about people and building a strong team-based culture. We are confident that his deep knowledge of the U.S. marketplace along with his ability to build nd lead effective teams will foster growth in North America.”
Miller is replacing Rupert Campbell, who left at the end of October 2023 to pursue other opportunities. He is stepping into the hot seat as Adidas struggles to gain momentum after missteps and trouble in the U.S. during its partnership with Kanye West’s Yeezy brand.
On Adidas’ third-quarter conference call with analysts in November, company CEO Bjorn Gulden said Adidas’ sales in the U.S. “will probably not grow at all in the first half” of 2024 as North America lags other regions in rightsizing inventory levels.
Adidas reported back then that overall inventories were down 23 percent globally at the close of the third quarter, positioning the company for improved sell-throughs in the first half of 2024 and a return to positive bookings in the second half. Inventory levels in the retail marketplace were also said to be improving, although slower. However, Adidas also warned that elevated inventory levels in the U.S. would continue to impact the U.S. business for a while.
“Inventory levels in the U.S. in general is still an issue,” Gulden said on the call. “It lags about six months versus the rest of the world.”
Gulden said he suspects the U.S. would see “some growth in the second half,” although he noted that it could depend on whether the company restarts selling its remaining Yeezy inventory.
Images courtesy Adidas, John Miller/LinkedIn
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For more on Adidas’ transition of the North America business, read SGB Media’s coverage below.
EXEC: Adidas CEO Sees U.S. Marketplace Challenges Lasting Well into 2024
