Dive Brief:
- German sportswear giant Adidas on Thursday appointed Alasdhair Willis to the chief creative officer position, according to a company announcement. Willis steps into the role in April and will report to executive board member of global brands, Brian Grevy.
- Willis will shape and define the brand’s creative direction and convey a cohesive experience for Adidas under its three major labels of performance, originals and sportswear.
- Willis has collaborated with the company since 2005, where he had a major role in the development of the Adidas by Stella McCartney line.
Dive Insight:
Willis is taking on a permanent role with Adidas.
The husband of fashion designer Stella McCartney has worked with the company since the mid-2000’s where he aided the development of Adidas by Stella McCartney, a sports performance range for women.
Because of that work, Willis has garnered an understanding of the Adidas brand and market and has worked on “a number of breakthrough projects” the company said.
Willis was formerly the creative director of British heritage footwear brand Hunter, a role he held from 2013 through 2020. He also co-founded Wallpaper Magazine.
“The power and influence of the brand on sport, sports culture, and beyond is immeasurable,” Willis said in a statement regarding his appointment. “I welcome the opportunity to help establish a new era of design and brand leadership at Adidas and, together with the team, take Adidas to even higher levels.”
Last summer Adidas announced that it would sell Reebok, which it first purchased in 2006, to Authentic Brands Group. With the divestment, Adidas reiterated its strategy of gaining market share and creating sustainable value for shareholders. In January, Adidas announced it was hiring nearly 3,000 employees in 2022 as it seeks further growth.
