Adidas has appointed designer Dirk Schönberger as creative director for its Sport Syle division with immediate effect. According to Adidas, in his new position, Schönberger will define a coherent visual language as well as ensure innovative, inspirational design for all of the Sport Style collections. “By appointing Mr. Schönberger, Adidas will guarantee the successful development of the Sport Style division as well as bring it to the next level,” Hermann Deininger, Chief Marketing Officer Adidas Sport Style division, said. 

The Adidas Sport Style division targets the lifestyle and fashion consumer on different levels with Y-3, Originals, adidas SLVR, Porsche Design Sport and Neo. For Adidas, Dirk Schönberger not only represents an excellent design sensibility, he also has vast professional experience in the fashion industry on the highest level.

Dirk Schönberger held the position of creative director for Joop from 2007 until end of December 2009 when he left the company. At Joop, he was responsible for developing the several divisions of the brand.