Three weeks after Reebok International got a new chief executive officer, the Canton, Mass.-based active company is shaking up the rest of its management ranks, with a new chief marketing officer as well as a new president of Reebok North America.

This story first appeared in the March 28, 2008 issue of WWD. Subscribe Today.

Matt O’Toole, formerly president of Reebok North America, is being promoted to chief marketing officer of Reebok International, the spot vacated by new ceo Uli Becker earlier this month. O’Toole is succeeded in his president’s post by Jim Gabel, senior vice president of Adidas America.

The moves are being made by parent company Adidas after its 2006 acquisition of Reebok failed to deliver growth consistent with that of the Adidas brand.

Based in Canton, O’Toole, 45, and Gabel, 45, will both report directly to Becker. O’Toole’s  appointment is effective Tuesday, and Gabel will join the company in mid-April, after he relocates from Mississauga, Ontario.  

Prior to his appointment as president of Reebok North America, O’Toole served as president and ceo of Reebok-CCM Hockey, formerly The Hockey Co. Gabel previously served as president of Adidas Canada, and also held senior level positions at Champion Canada and Mizuno Canada.

Like Gabel, Becker came from Adidas, where he served from 1990 until coming to Reebok in 2006. He replaced Paul Harrington, a Reebok insider, who moved to California to take over as ceo of Easton-Bell Sports, a sports equipment firm.

When Adidas released its earnings earlier this month, it was clear that while the German brand was growing, its smaller American counterpart had been stagnating. For 2007, Adidas brand sales increased 12 percent to $9.9 billion, while Reebok sales held flat at $3.2 billion.