Reshuffle at Adidas Originals after promotion
16/02/2017
His new role will see him work closely with Eric Liedtke, an executive member of the company’s board, on brand strategy, operating budgets and profitability and growth objectives.
He joined the company in 1998, initially as part of adidas’s advertising and international marketing department. He was named general manager of Adidas Originals in 2014, a position he will now leave.
His replacement in that position is Torben Schumacher, who has taken over with immediate effect. He will be responsible for Adidas Originals, which includes the brand’s range of heritage products, as well as managing its partnerships with designers, including Kanye West, Pharrell Williams, Raf Simons and Alexander Wang. He will oversee all aspects of design, product, marketing and communications for the division.
Mr Schumacher has been with adidas since 2004. He was appointed vice president of product marketing for Adidas Originals Footwear and Kids in 2014, before taking over as vice president of product, a role which saw him oversee footwear, apparel and accessories.
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