BERLIN — Adidas Group has restructured its management in Western Europe.

The German sporting goods firm is uniting its Central, North, South, France and Iberia markets under the Western Europe heading, and has named Gil Steyaert to the new position of managing director, Western Europe, effective Nov. 1.

Steyaert is to report to Roland Auschel, board member for global sales, while all Western European managing directors will report to Steyaert.

Steyaert is currently managing director, North — which encompasses Ireland, Benelux and Scandinavia – and will be succeeded by Gavin Thomas, effective Jan. 1, 2014.

“Consumer behavior is changing fast in Europe: country borders are becoming less relevant for our consumers and customers,” commented Herbert Hainer, chief executive officer of Adidas.

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