The new northern Europe operation includes UK, Ireland, Belgium, Netherlands and Luxembourg and will be headed by Gordon Baird, current managing director of adidas UK, Ireland & Benelux.
Said adidas European managing director, Roland Auschel: “ This significant move is a key part of our ‘Winning in Europe’ strategy under which we have already successfully combined operations in Southern and Central European markets. The creation of Area North will now considerably strengthen both our business and our brand focus in Northern Europe and brings us ever closer to realising our global ambition to be the world’s leading sports brand.”
Nick Craggs, will be responsible for sports marketing. He is currently director of marketing communications Area North, encompassing consumer communications, public relations, trade and retail marketing and sports marketing.
