To maximize the potential of both Adidas and Reebok, the Adidas Group is
uniting both brands under one management team in North America to
jointly operate them with immediate effect. As part of the reorganization, Uli Becker, currently President of Reebok North America, has decided
to leave to pursue new career and business
opportunities. Reebok will continue to be based in Canton and the Adidas brand in Portland.

The company is also consolidating its Western Europe structure.

“Our goal is to strengthen our business, to invest in our brands and to
enable faster growth for both brands by winning our key consumers – the
High School Kid for Adidas, the Fit Generation for Reebok and avid
sports fans through our Sports Licensed Division,” said Herbert Hainer, CEO of the Adidas
Group, in a statement. “With this new
organizational structure, we ensure that both the Adidas and Reebok
brands remain separate and distinctive while leveraging the Group’s
strengths.  This new set up will make our Group stronger and grow our
business faster in the U.S.”

Patrik Nilsson, currently President of Adidas North America, has
been appointed President Adidas Group North America and will lead the
newly united organization.  He will also assume global responsibility
for Reebok-CCM Hockey.  In his new role, Nilsson will continue to
report directly into Hainer. 

Adiddas said Nilsson has a proven track record of success in the U.S., spearheading
double-digit growth for the Adidas North America business. 
Nilsson was named president of Adidas North America in January 2007 and
has had a long and successful career with the adidas brand, beginning in
1991 as Head of Sales and Marketing at adidas Sweden.
 
Becker had been with Adidas Group in different capacities for 23 years.

“We would like to thank Uli for his leadership, expertise and the many contributions he has made to the success of the adidas Group over the last 23 years in his various roles at adidas and Reebok in marketing and sales.  We wish him all the best for his future endeavors,” commented Hainer.
 
To ensure the brands remain focused on their respective objectives, Portland will remain the home of the Adidas brand in the U.S. and the Reebok brand will continue to be based in Canton. There are no changes to the Adidas Group locations in Indianapolis and Spartanburg.
 
In Western Europe, the Adidas Group said is creating a new market structure: Western Europe, consisting of Central, North, South, France and Iberia.

“Consumer behaviour is changing fast in Europe: country borders are becoming less relevant for our consumers and customers. To continue to lead the game on our home turf, we have decided to go forward with one aligned strategy for Western Europe. I am convinced that our new set-up will make us even more attractive for consumers and customers in Western Europe and will enable us to further extend our leadership position in this important region,” said Hainer.

Gil Steyaert, currently managing director North for the Adidas Group, has been appointed as managing director Western Europe effective Nov. 1, 2013. In this position, Steyaert will report to Roland Auschel, board member for global sales, and will be based out of Herzogenaurach. All Western European Managing Directors will report directly to  Steyaert. Steyaert joined the Adidas Group in 1999 as joint managing director for France. In Jan. 2003, he became managing director North (UK+Ireland, Benelux and Scandinavia).

Following Steyaert's appointment, Thomson has been appointed as new managing director Market North effective Jan. 1, 2014. In his new role, Thomson will report to Gil Steyaert. Most recently,  Thomson has played a critical role in building the Global Wholesale function of the adidas Group. His appointment as Managing Director Market North marks a return to his adidas Group home roots, where he began his career in 1995.