The Adidas Group has announced changes to its management team in Western Europe and North America as part of the company’s strategic business plan, Route 2015.

First, the Adidas Group will create a new market structure for Western Europe, consisting of Central, North, South, France and Iberia. “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.

Gil Steyaert, currently Managing Director North (UK+Ireland, Benelux and Scandinavia) for the Adidas Group, has been appointed Managing Director Western Europe effective November 1, 2013. In this position, the 50-year-old will report to Roland Auschel, Board Member for Global Sales, Herzogenaurach. All Western European Managing Directors will report directly to Gil Steyaert. Steyaert joined the Adidas Group in 1999 as Joint Managing Director for France.

Following Steyaert’s appointment, Gavin Thomson has been appointed new Managing Director Market North, effective January 1, 2014. Thomson started his career with Adidas in 1995 and most recently played a role in building the global wholesale function of the Group.

In North America, the Adidas Group is uniting the two brands Adidas and Reebok under one management team with immediate effect. This move follows the introduction of joint operating models in all other markets. Herbert Hainer commented: “Our goal is to strengthen our business, to invest in our brands and to enable faster growth for both brands by winning our key consumers – the High School Kid for adidas, the Fit Generation for Reebok and avid sports fans through our Sports Licensed Division. With this new organisational structure, we ensure that both the Adidas and Reebok brands remain separate and distinctive while leveraging the Group’s strengths.”

Patrik Nilsson, currently President of Adidas North America, has been appointed President Adidas Group North America and will lead the newly united organisation. He will also assume global responsibility for Reebok-CCM Hockey. In his new role, the 49-year-old will continue to report directly to Herbert Hainer. Nilsson was named President of adidas North America in January 2007. He started his company career in 1991 as Head of Sales and Marketing at Adidas Sweden. Uli Becker, currently President of Reebok North America, will leave the Adidas Group after 25 years “To pursue new career and business opportunities,” according to a company statement.