Sportswear giant Reebok International has promoted Chris Froio as general manager, Reebok America, to lead the brand's effort to grow its business in what it calls the "critical" US market.

A 25-year Reebok veteran, Froio most recently served as Reebok brand director in western Europe. Under his leadership, the division became the brand's fastest growing market. Prior to this position, Froio was the head of Reebok's training business unit. 

In his new role, Froio will be responsible for Reebok's US retail and wholesale organisations, reporting to Reebok president Matt O'Toole.

"Chris has a proven track record of success, and the accomplishments the western Europe team under his leadership – nearly doubling the business - is the most recent example," says O'Toole. "Chris' leadership qualities, combined with his deep understanding of the Reebok brand, our consumer and the US retail landscape, make him uniquely qualified for this critical position."

Froio's appointment is the latest move in Reebok's commitment to make the US business its top priority. In 2016, the company also combined its global and US teams into one department, putting the full resources of the brand to work on growing the US business.

"Coming back to the US, Reebok's home market, is exciting," adds Froio. "I'm looking forward to bringing my past experiences, as well as a number of learnings from my time in western Europe, to this new opportunity.

"What is most exciting, is the brand's 100% commitment to winning in the US. We've made it our clear priority, and we have a strong, dedicated team and the right strategy in place to reach our goals."