Apparel giant Nike Inc has named Michaela (Michi) Stitz as vice president of Central and Eastern Europe (CEE), where she will be responsible for driving the company's growth strategy in the region.

Stitz replaces Marc van Pappelendam, who was named as VP of the UK/Ireland territory in August.

"Michaela is an experienced and highly successful Nike leader with diverse commercial and management skills, said Gary DeStefano, president of global operations for Nike.

"She has the passion to drive the CEE business strategy with the necessary focus and direction, to achieve our aggressive growth goals for the geography despite current regional challenges."

Stitz started her Nike career in 1996, most recently serving as general manager of Austria, Germany, Slovenia and Switzerland.