Reebok Appoints CMO to Top Job

07 March 2008

CANTON, Massachusetts: Struggling athletics brand Reebok has promoted marketing chief Uli Becker to the role of president/ceo following the resignation of incumbent Paul Harrington.

Becker, a long-serving employee of parent company, German-headquartered Adidasmoved to Reebok in 2006 shortly after it became part of the sportswear empire in a $3.8 billion (€2.48bn; £1.9bn) deal.

It is hoped Becker's elevation will reinvigorate Reebok's sales, which have stuttered in the aftermath of its union with Adidas.

Says the latter's chairman/ceo Herbert Hainer: "Uli Becker's proven leadership and global marketing expertise make him uniquely qualified to take the revitalization of the Reebok brand to the next level, both internationally and in the US."

Data sourced from Adweek (USA); additional content by WARC staff