Adidas Group: Gil Steyaert, named Managing Director for Western Europe

Gil Steyaert has been appointed Managing Director of Adidas Group (Adidas and Reebok brands) for the Western Europe region, the company announced on the 10/22/2013. He will take office on the 01/11/2013. Currently Managing Director of the North Market (UK, Ireland, Benelux and Scandinavia), he will be replaced in this post by Gavin Thomson from the 01/01/2014.

The appointment comes as part of a strategic reorganisation plan called "Route 2015", aimed at maximising the potential of the brand in the Western Europe and North America regions. Adidas are thus creating a new specific structure for all Western Europe, which includes "the North, the South, France and Spain."

"Consumer behaviour is changing fast in Europe: country borders are becoming less relevant for our consumers and customers. To continue to lead the game on our home turf, we have decided to go forward with one aligned strategy for Western Europe", said Herbert Hainer, CEO of the Adidas Group, on the 22/10/2013.

In North America, the group decided to maximise the potential of its two brands, Adidas and Reebok, bringing…