Axel Arigato, the Swedish footwear brand, has appointed Frédéric Serrant, most recently managing director of Adidas’ APAC business, as CEO.
Serrant was with Adidas for over 16 years before exiting in 2024. Previously, he held roles including SVP and general manager for Southeast Asia (SEA), and VP and general manager for Brazil and Chile.
Serrant succeeds Albin Johansson, the brand co-founder, who will remain as chairman of the Board. Johansson launched the sneaker brand in 2014 with Max Svärdh, who stepped back from day-to-day involvement in the business a year and a half ago.
“After more than a decade of building the brand, I’m proud to operate as chairman of the board, allowing me to focus on the long-term future of the brand, while ensuring its values, culture and creative integrity remain intact,” said Johansson.
Serrant said on his LinkedIn account, “I am genuinely impressed by the remarkable work that has been accomplished so far to build Axel Arigato into such a strong, distinctive and inspiring brand. It is a true reflection of the talent, passion and commitment of the teams — and I am convinced that the potential ahead for the brand is enormous.”
Image courtesy Axel Arigato Berlin / LinkedIn
