Adidas Creates New U.S. Model, Becker Exits Reebok

Patrik Nilsson will head up a newly combined Adidas Group North America.

Uli Becker

Uli Becker

Photo By Courtesy of Reebok

Adidas AG will bring its North American organization closer together, the Herzogenaurach, Germany-based athletic firm announced today.

Patrik Nilsson, currently head of Adidas North America, will head up a joint group that covers Adidas North America and Reebok. He also will take on global responsibility for the Reebok-CCM Hockey brand.

Nilsson will continue to report directly to Herbert Hainer, CEO of the Adidas Group. Uli Becker, president of Reebok North America, has decided to leave the company. The changes are effective immediately.

“With this new organizational structure, we ensure that both the Adidas and Reebok brands remain separate and distinctive, while leveraging the group’s strengths. This new setup will make our group stronger and grow our business faster in the U.S.,” Hainer said in a statement.

“We would like to thank Uli for his leadership, expertise and the many contributions he has made to the success of the Adidas Group over the last 23 years in his various roles at Adidas and Reebok in marketing and sales,” Hainer continued.

There are no plans to consolidate offices, the company said. Adidas North America will continue to be based in Portland, Ore., with Reebok maintaining its headquarters in Canton, Mass.

The company also has named Chris Waldeck as brand director for Reebok U.S. Waldeck, who formerly served as brand director for Reebok Korea, will assume his new role on Jan. 1, 2014, and will be charged with leading the North American marketing strategy for Reebok.

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