Reebok has named Uli Becker as Head of Global Marketing for the Reebok Brand. In this newly structured role, Becker will oversee Global Product, Sports Marketing, Global Brand Marketing and Global Brand Public Relations for Reebok. Becker will report directly to Paul Harrington, President and CEO of the Reebok Brand. Currently, Becker heads up Global Brand Marketing at adidas and serves as Managing Director of the adidas International B.V. in Amsterdam. He will relocate to Reeboks Worldwide Headquarters in Canton, Massachusetts and begin his new role officially on July 17, 2006. A successor for Uli Becker at the adidas International B.V. will be named in due course.
With Becker's move to Canton adidas has appointed Eric Liedtke as Head of Global Brand Marketing for the adidas Brand. In this role, Eric Liedtke will be responsible for Communications, PR and Market Research, reporting directly into Erich Stamminger, President and CEO of the adidas brand. Currently, Eric Liedtke heads up brand marketing at adidas America in Portland, Oregon.
Becker has been with the adidas Group for over 16 years. During that time, he held various senior management positions in product marketing, brand communication, advertising/media and sales on a global, regional and local level. Of his time at brand adidas, he spent seven years in Herzogenaurach, Germany, five years in Portland, Oregon and the last four years in Amsterdam, The Netherlands.
Becker succeeds Dennis Baldwin, who has chosen to leave Reebok to pursue new professional interests. Since October 2005, Becker and Baldwin co-led the marketing team in the adidas-Reebok integration process.
Eric Liedtke has been with the adidas Group for over 12 years, and has held various senior management positions in product marketing and brand communications at adidas America.
“We are excited about welcoming Uli into our senior management team. Under his global brand marketing leadership, adidas has become one of the most coveted global brands with industry-leading products and award-winning communications,” said Paul Harrington, President and CEO of the Reebok brand.
“Strengthening our marketing and brand positioning is a cornerstone to our business strategy at Reebok. Uli and his Reebok Brand Marketing team will expand upon and evolve our overall brand marketing strategy around individuality and authenticity while also focusing on our key performance strategic initiatives, which include running and our league relationships with the NFL, NHL and MLB,” continued Harrington.
Stamminger expressed his sentiments about the moves as well. “Under Erics leadership, the adidas brand has advanced tremendously in the North American market, and I look forward to working with him now in a global capacity,” said Erich Stamminger, President and CEO of the adidas brand. “He understands the unique strengths of the adidas brand, and has co-operated closely with both our Global brand communication team and our agency network TBWA/180. I am convinced that Eric will be able to further strengthen and evolve our brand communications under our brand attitude, “Impossible Is Nothing.”
I would also like to extend my sincere thanks to Uli Becker, who was instrumental in leading adidas in recent years to brand leadership and world-class advertising. During his tenure, the adidas brand communication team evolved into the best in the industry, recently recognized by the 2006 Advertiser of the Year Award by the Cannes Festival. Uli will undoubtedly be a great asset to the Reebok brand, and I wish him continued success in his new role.”
