By  on October 26, 2007

Reebok International has promoted Matt O'Toole to president of Reebok North America, the brand's largest business unit.

O'Toole, 45, has served since 2001 as president and chief executive officer of Reebok-CCM Hockey, a wholly owned subsidiary of Reebok. During O'Toole's tenure at what was formerly The Hockey Co., where he began in 1999 as senior vice president of marketing and sales, market share grew to 35 percent, sales more than doubled and profits increased threefold, Reebok said. Before that, O'Toole spent 10 years with Wilson Sporting Goods and five years with U.S. Industries golf division in several senior marketing and sales roles.

He will be responsible for Reebok North America's brand operations, effective Nov. 5, including partnerships with the National Football League, the National Hockey League and Major League Baseball.

O'Toole and his family will relocate to Massachusetts from Montreal in January. He will continue to report directly to Paul Harrington, president and ceo of Reebok. O'Toole succeeds Bob Munroe, who left the company in July.

"The Reebok brand is experiencing positive momentum in many key markets around the world including India, China and Russia, and we are committed to fulfilling our growth potential in the very critical U.S. market," Harrington said in a statement. "I am confident that Matt's strong leadership skills, his ability to build a passionate and experienced team, and his record of success in North America will enable us to achieve our goals throughout the region."

A search is under way for a new president of Reebok-CCM Hockey.

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