Krinsky, a 30-year veteran at Reebok, has been a member of the brand’s senior leadership team for more than a decade. In his new role, Krinsky will lead the team in implementing Reebok’s growth strategy, which leans into the brand’s authentic sports heritage, collaborations and disruptive brand activations.

Krinsky most recently served as the senior vice president (SVP), Reebok Design Group (RDG), Reebok’s global hub for product design, development, and innovation. As SVP, Krinsky led all aspects of product management, design, and go-to-market, creating the global range of footwear and apparel for Reebok’s operating partners around the world.

During his long tenure at Reebok, Krinsky has held numerous positions across product development, merchandising and management, sports and entertainment marketing, and business unit and category leadership. Krinsky has also led the growth of Reebok’s Classics business, built around a renewed focus on Reebok’s iconic models such as the Classic Leather and Club C. Under his leadership, Reebok’s Classics business has experienced consistent growth worldwide for over a decade.

“I am excited to step into my new role as CEO of a brand and business that I have had the honour of building and growing for over three decades,” Krinsky says. “When I walked through the doors on my first day as a Reebok intern, I was immediately awestruck by the brand’s dedication to innovation and authenticity. I look forward to working with the entire Reebok team to unleash the full potential of Reebok worldwide.”

Sparc Group also announces two members to the Senior Leadership Team at Reebok. Erika Swan, who has been promoted to SVP of global operations and sourcing at RDG, will be responsible for the build-out of Reebok’s Global Operations team, which ensures the delivery of best-in-class products to partners and consumers around the world.

Meanwhile, John Moore, who was recently promoted to SVP, US Commercial Market, has been pivotal in leading Reebok’s store strategy across the US and will now be responsible for expanding the brand’s distribution across the country.

Krinsky will continue to be based at the brand’s Boston, Massachusetts headquarters and will report to Marc Miller, CEO of Sparc Group.

“Preserving Reebok’s core values was an important focus as we enhanced the brand’s senior leadership team,” says Miller. “Todd is a product visionary who brings tremendous credibility in the athletic industry, and we are confident that he will usher in the next wave of Reebok’s expansion. We also want to thank Matt for leading the Reebok brand and team, as well as delivering the Unleashed strategy, which has created a strong foundation for future growth.”

ABG inked a long-term strategic partnership with Sparc Group to become the core licensee and operating partner for Reebok in the US last December.

The move came after ABG struck a deal to buy Reebok from adidas for a total consideration of up to EUR2.1bn in August 2021.