German outdoor brand Jack Wolfskin has appointed Massimo Carnelli as its director of sales for southern Europe and new markets.

Mr Carnelli has 26 years’ experience, mostly in the adidas group. Most recently, he held the position of senior director of the Reebok brand and e-commerce in Italy. In his new role, he will also be responsible for establishing a bigger market presence for Jack Wolfskin in Spain and France and for expanding its business in the Middle East.

“Southern Europe is an important market in Jack Wolfskin’s strategic global growth strategy,” said the company’s chief executive, Richard Collier.

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