Reebok names Laurent Fricker vice-president Europe

By

Marion Deslandes

Translated by
Nicola Mira

Published
Mar 3, 2022

Reebok is reshuffling its organisation in Europe. FashionNetwork.com has learned that the US sportswear brand has promoted Laurent Fricker to the post of vice-president Europe. Fricker, who had been senior director of product at Reebok Europe since 2021, replaces James Foster, who has joined the Ikea group.

A graduate of the EM Strasbourg Business School, Fricker has spent most of his career at the Adidas group, which owned Reebok from 2006 to early 2022. In his 15 years with the group, he started as senior sales manager and rose up the ranks to the post of sales director buying groups, then becoming Adidas’s sales director lifestyle products between 2017 and 2019, when he was appointed senior director footwear for Reebok Europe.

Reebok, recently bought by US group Authentic Brands Group (ABG), recorded a revenue of €1.4 billion in 2020, of which €636 million were generated by the EMEA region. ABG has recently announced that it signed a contract with Italian company New Guards Group, which will take charge of Reebok’s European retail distribution.