Japan-based racquet sports and golf equipment manufacturer Yonex Company, Ltd. appointed LaNiece Douglas, formerly VP and head of U.S. retail at Adidas, as president of Yonex Corp. (North America).
Douglas was VP of and head of U.S. retail for Adidas since 2020. She spearheaded retail operations across the U.S. and Puerto Rico, overseeing store operations, real estate, construction, strategy, and talent management.
Douglas’ hire “will support Yonex’s stepped-up plans to expand in the U.S.,” the company noted in a media release.
“We are excited to welcome LaNiece as a new member of team Yonex. Her appointment marks a pivotal moment for Yonex as we accelerate our growth in the U.S.,” said Alyssa Yoneyama, president of Yonex Co., Ltd. “She brings not only deep industry knowledge but also a genuine passion for connecting with athletes and sports fans. As we move forward with our Global Growth Strategy (GGS), her expertise in retail and apparel, combined with her ability to forge strong consumer and partner relationships, positions her to lead our ‘Head-to-Toe’ strategy and help more people discover the quality and performance that define Yonex products. We look forward to working together to inspire and serve our growing U.S. community.”
Yonex stated that the recent launch of its U.S. e-commerce platform in April reflects the company’s commitment to making products more accessible to U.S. consumers and enhancing engagement in the region.
Moving forward, Yonex said it is “intensifying its ‘Head-to-Toe’ vision, offering racquets, strings, shoes, apparel, balls, and accessories to deliver a seamless, performance-driven experience for athletes.” The company is also prioritizing deeper connections across all touchpoints, from direct-to-consumer (DTC) channels to retail partnerships and wholesale networks.
“I am incredibly excited to join the Yonex team and lead the U.S. business into its next chapter of growth,” said Douglas. “The brand’s incredible heritage, athlete legacy and commitment to excellence provide a powerful foundation. I look forward to partnering with the passionate and talented teams, both in the U.S. and across the globe, to build on this momentum and win together.”
Images courtesy Yonex
