Sporting goods firm Adidas has named designer Dirk Schönberger as creative director for its Sport Syle division with immediate effect.

The appointment is part of Adidas' plans to extend its reach into the lifestyle and fashion areas.

"By appointing Mr Schönberger, Adidas will guarantee the successful development of the Sport Style division as well as bring it to the next level," noted Hermann Deininger, chief marketing officer of the Adidas Sport Style Division.

Schönberger, who spent two years as creative director for Joop until leaving at the end of December 2009, will define a "coherent visual language" as well as ensure "inspirational design" for the Sport Style collections.

The unit targets the lifestyle and fashion consumer with the Y-3, Originals, Adidas SLVR, Porsche Design Sport and Neo collections.

The Sport Performance division, on the other hand, focuses on football, running, basketball and other global performance categories.