21 Oct Adidas shifts management of Reebok to Portland
The Portland-based management team of Adidas America is now responsible for the German company’s Reebok arm, which is based outside of Boston.
In a statement Monday, the company said the move is effective immediately.
“Our goal is to strengthen our business, to invest in our brands and to enable faster growth for both brands by winning our key consumers — the high school kid for Adidas, the fit generation for Reebok and avid sports fans through our Sports Licensed Division,” said Herbert Hainer, the German company’s CEO. “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 set up will make our group stronger and grow our business faster in the U.S.”
Uli Becker, president of Reebok North America, is leaving the company.
Adidas America will remain based in Portland. The Reebok brand will remain based in Canton, Mass. Adidas locations in Indianapolis and Spartanburg will be unaffected.