Adidas Gets New Head Of Global Brands

Adidas has promoted chief marketer for its sports performance brands Eric Liedtke to oversee its portfolio of brands globally.

According to marketingweek reports, Liedtke will take the reins at a key time for the business ahead of this summer’s World Cup.

He has held a number of marketing roles since joining the business in 1994 including director of footwear marketing and vice president of brand marketing. Most recently, he masterminded last year’s launch of the Adidas Boost sports performance range.

The appointment be reported to have come at a key time for the Adidas business, particularly in Western Europe where Nike has aggressively carved into its dominance of the football market over the last 18 months.