New head of adidas brands given more power

Eric Liedtke has been promoted to adidas global head of brands.

German sportswear giant adidas has promoted Eric Liedtke from senior vice-president of adidas sport performance to his new role as global head of brands. Mr Liedtke replaces 30-year adidas veteran Erich Stamminger on the company’s board.

“We are committed to giving our next generation of leaders more responsibility for the future of our group,” commented Herber Hainer, adidas chief executive. “Over the past years, Eric Liedtke has contributed to the extremely positive development of adidas, both in North America and globally. We are convinced that he will lead our brands into the next era of desirability, success and growth.”

Mr Liedtke has held a number of senior management positions while serving at adidas America, including director of footwear marketing and senior vice president, global brand marketing. As part of his new remit, he will be working to achieve adidas’ published goal of sporting goods sales driven by this summer’s FIFA World Cup contributing to company revenue of €17 billion by the end of next year.

Publishing Data

This article was originally published on page 2 of the March 2014 issue of SATRA Bulletin.

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