Asics: Samih Khalef promoted regional director South Europe, Sébastien Bouland sales director France

News Tank Football - Paris - Appointment #460191 - Published on 09/11/26 at 18:00
©  D.R.
Samih Khalef - ©  D.R.

Samih Khalef has been promoted to regional director of Asics for Southern Europe, the Japanese equipment supplier announced on 9 November 2026.

He had been director of Asics France since October 2018, having joined the brand as head os sales - sport performance in 2013. Having also held positions at Danone (1998-2004), Orange (2004-05) and Nike (2006-13), he will now take on, at Asics, "responsibility for an expanded scope, with the ambition of continuing the brand’s growth momentum in the Southern Europe market."

His appointment comes with that of Sébastien Bouland as sales director for France. He joined Asics EMEA from adidas in October 2015 and had been responsible for strategic accounts (including Decathlon) since March 2020. "Working closely with Samih Khalef, Sébastien Bouland will…

©  D.R.
Samih Khalef - ©  D.R.

Welcome! This article is only available to subscribers.

3 reasons to subscribe

Timely and relevant insights

In 10 minutes, access a concise overview of key developments across the industry, curated by an experienced editorial team.

100% information, 0% advertising

An independent and impartial media outlet, fully dedicated to high-quality information. No advertising, no sponsored content, no consulting or training activities.

A tailored information service

Frequency of alerts can be customised to your needs: daily, weekly or in real time. Content is accessible on smartphones (app), tablets and desktop computers.