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Translated by
Nicola Mira
Published
Nov 25, 2019
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Asics names Carsten Unbehaun EMEA CEO

Translated by
Nicola Mira
Published
Nov 25, 2019

Alistair Cameron is no longer the boss of Asics in the EMEA region. The British manager had been running the Japanese sportswear brand’s business in the region since 2009. On November 20, Carsten Unbehaun, since 2018 at the head of Haglöfs, the group’s outdoor apparel brand, was appointed CEO of Asics in the region, replacing Cameron.


Carsten Unbehaun - Asics


“Alistair has been in charge of our business since 2009, an extremely tough period and one of profound change for our industry,” said Hokuto Nakano, CEO of Asics Corporation, in a press release. “In the course of over 10 years, he has made an incalculable contribution and played a leading role in building our brand’s foundations in a key region for our future success,” he added.

Cameron’s successor is very familiar with Asics, having notably led its marketing department in the central Europe region.

In parallel, the group announced the appointment of Masahi Abe as vice-president EMEA effective January 2020. Abe has been with the Asics group since 2001.

In the first nine months of the year, Asics generated a revenue of €2.39 billion (JPY286 billion), compared to €2.47 billion a year earlier. In Europe, the brand posted a 6.5% decrease in sales in euro terms and a 12.5% one in yen, reaching a revenue of €610 million.

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