Dirk Schonberger has been tapped as creative director of the Adidas Sport Style Division.
This story first appeared in the June 22, 2010 issue of WWD. Subscribe Today.
In his new role, he will lead the creative direction for Adidas’ various divisions that target the lifestyle and fashion consumer, namely Y-3, Originals, Adidas SLVR, Porsche Design Sport and Neo.
“Adidas has been a part of all my life — growing up in Germany, it has been super influential. Of course, it always remained and still is one of my favorite brands,” said Schönberger, who will be based at Adidas headquarters in Herzogenaurach, Germany, and will report to Hermann Deininger, chief marketing officer of Adidas Sport Style.
The Adidas organization is divided into two divisions: Sport Performance, whose focus is on soccer, running, basketball and other global performance categories, and Sport Style.
“Within the Adidas Group, the Sport Style Division has become a significant asset in making certain that we cover the global markets of performance and style. Bringing Mr. Schönberger on board the Sport Style Division highlights our desire to be at the top of the lifestyle fashion market, as well as supports the overall aim of Adidas to be the leading sports brand in the world,” said Erich Stamminger, member of the executive board of the Adidas Group, Global Brands.
Schönberger, who was born in Cologne, Germany, attended the ESMOD fashion school in Munich. He worked three years as an assistant at Dirk Bikkembergs in Antwerp, Belgium, and Italy. Known for his eye for details and tailoring skills, he launched his own men’s wear collection in 1996 and followed in 2002 with a women’s wear line. Both lines no longer exist. He later became creative director of Joop in Hamburg, Germany. He showed his final collection for Joop in January. In addition, Schönberger has designed the clothes for Mick Jagger and Keith Richard’s “40 Licks” world tour, as well as U2’s “Elevation” world tour.