Sports Business/08/31/2018

Adidas restructures Western Europe management

We need your consent to enable the rating function!

This feature is only available when corresponding consent is given. Please read the details and accept the service to enable rating function.


While Adidas is growing globally, the sporting goods group is struggling in its home market of Western Europe. Now Adidas has reacted.

Der Firmensitz von Adidas in Herzogenaurach.
The Adidas headquarters in Herzogenaurach

Adidas has reacted to stagnating business figures in Europe by appointing Arthur Hoeld as new Managing Director for Western Europe. The 48-year-old German took up his new post on 1 July 2018. Alain Pourcelot, who was previously responsible for the Western European business, has moved to the management of the training unit.

Hoeld was previously head of Adidas Originals from 2011 to 2017. In February 2017, he became Senior Vice President Global Brands and Business Development.

Guillaume de Montplanet has also been promoted to Senior Vice President of the Western Europe brand.

Western Europe: Adidas stagnates, Puma and Nike grow

The past quarterly figures for Adidas were actually cause for celebration among the Herzogenaurach-based company: The positive forecast for 2018 as a whole was confirmed in the second quarter. Adidas presented strong figures, particularly in North America and China.

But in Western Europe, of all markets, the sporting goods manufacturer stagnated and recently even recorded a decline of 0.1 percent to 1.42 billion euros in sales while the competitors Nike and Puma grew.

Topics in this article