Arthur Hoeld moves up at Adidas


Adidas has made some changes in its executive branches, appointing Arthur Hoeld as senior vice president, global brands strategy and business development, with Torben Schumacher succeeding him as general manager, Adidas Originals, effective immediately. Both will report to Eric Liedtke, executive board member.

In his new role, Hoeld will work closely with Liedtke on brand strategy, operating budgets, profitability and growth objectives.

Hoeld has been with Adidas since 1998, beginning in advertising and international marketing. Since then he has worked in the global marketing communication department, brand marketing EMEA and the sport style division. In 2011, Hoeld was promoted to senior vice president, Adidas Originals, and in 2014, became the general manager of Adidas Originals. More recently, amid management restructuring, Hoeld has taken over the business unit group of Adidas Originals and Core. He is credited with growing Adidas Originals into a multibillion dollar business.

Torben Schumacher

Torben Schumacher  Courtesy Photo

As for Schumacher, he will responsible for Adidas Originals as well as Action Sports, Y-3 and statement partnerships including Yeezy, Pharrell Williams, Raf Simons and Alexander Wang. He will manage design, product, marketing and communications.

Schumacher joined Adidas in 2004 and has held various roles in project management for strategic business planning and development, before moving into product marketing for Adidas Originals. He was appointed vice president, product marketing for Adidas Originals Footwear and Kids in 2014. On his watch were the launches of ZX Flux, NMD and EQT. More recently he was appointed vice president, product, Adidas Originals, where he oversaw footwear, apparel and accessories.

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