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Reebok targets “critical US market” with new appointment

31/05/2017
Sports brand Reebok has announced the appointment of Chris Froio as general manager of its America division, a role which will see him “lead the brand’s efforts to grow its business in the critical US market”. 

Mr Froio joined Reebok in 1992. He was most recently Reebok brand director for Western Europe. In his new role, he will assume responsibility for all of Reebok’s US retail and wholesale organisations. 

Reebok president Matt O’Toole paid tribute to Mr Froio’s “proven track record of success” and said his understanding of the brand, its consumers and the US retail market make him “uniquely qualified” for his new position. 

Earlier in May, Reebok’s parent company Adidas denied that the brand was up for sale. Responding to a question from shareholders at an annual meeting, Adidas CEO Kasper Rorsted said the company is “still confident of the strategic position” of Reebok.

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