Adidas has appointed its Western Europe head Gil Steyaert as new global operations chief, and has also elevated human resources head Karen Parkin to the executive board, the first female board appointee since 1993.
The new boss of Adidas hiked sales and profit targets for the German sportwear firm on Wednesday and announced plans to increase e-commerce, simplify business processes and keep investing heavily in the key US market.
Adidas CEO Kasper Rorsted told the German press that he wants to see a better performance from Reebok, which is suffering a slowdown in its domestic market. Rorsted also wants to close the gap with Nike in the US.
Adidas CEO Herbert Hainer said on Thursday he was confident that the German sportswear group could keep growing fast and improve profitability as he prepares to hand over to former Henkel boss Kasper Rorsted.
Adidas has agreed to extend its sponsorship deal with world soccer champions Germany until 2022, paying €50 mn ($56.7 million) per year to overtake France as the most lucrative national team sportswear contract.
Adidas expects sales of soccer boots, shirts and balls to rise 14% to a new record of 2.5 billion euros ($2.8 billion) in 2016, showing a return for spending more on partnerships with top teams and players.