GERMANY: Adidas hires chief marketing officer
German sporting goods firm Adidas has appointed Hermann Deininger as chief marketing officer (CMO) for the Adidas brand.
He will be responsible for all three Adidas sub-brands - Adidas Sport Performance, Adidas Originals and Adidas Sport Style - as the company looks to align branded marketing.
Deininger has been with the adidas Group since 1985, and in the company's global marketing team since 2000.
Bernd Wahler, most recently chief marketing officer of Adidas Sport Performance, will assume leadership of the new and extended function as head of innovation for the Adidas brand from 1 July, the company added. He will report directly into Hermann Deininger.
In his role, which starts 1 June, Deininger will continue to report directly into Erich Stamminger, executive board member responsible for global brands.
"Earlier this year, we have started to show the breadth and depth of the Adidas brand in one global brand campaign to our consumers world-wide with 'Adidas is all in'. The next logical step in the development of our brand is to further strengthen the consistency of the Adidas brand in our internal organisation.
"Under Hermann Deininger's leadership, our Sport Style business has reached record heights over the last years and I am convinced he will further strengthen the position of the Adidas brand globally going forward. At the same time, in his new role, Bernd Wahler will ensure that adidas remains the innovation leader in our industry."
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