Gigi Hadid in new ads for Reebok's #PerfectNever campaign.

Reebok is upping its fashion quotient.

The activewear brand has appointed industry veteran Thomas Steinbrück to the post of creative director.

Reebok has had creative directors in the past, but not for many years, the company said.

Over the course of Steinbrück’s career, the German-American designer has held senior creative roles at Porsche Design, Elie Saab and Kenneth Cole. At Reebok, he will oversee the creative direction for the company’s footwear and apparel collections by setting trends, creating themes and providing inspiration and guidance to the design teams, the company said.

“Reebok is an amazing brand — it offers both forward-thinking fitness products alongside iconic footwear silhouettes that have marked the last few decades,” Steinbrück said. “This heritage, along with the tremendous potential I feel the brand has right now, really appealed to me. I’m [pleased] to help continue to grow Reebok into a global leader in fitness and to focus on areas I’m passionate about, such as sustainability and creating products for women that are at once fashionable and functional.

“The convergence of the fashion and athletic performance worlds is exciting for an individual like myself, a sports and fitness devotee from a fashion background. I am confident that my experience will bring something truly unique to Reebok,” he added.

A fitness enthusiast who enjoys yoga and CrossFit, Steinbrück created a more contemporary version of the Elie Saab couture line, while at Porsche Design, he was responsible for designing a full fashion collection for men and women. He brought the line to New York Fashion Week and collaborated with Peter Lindbergh and Carine Roitfeld on ad campaigns for the brand. He also introduced a new store concept for the label. He was vice president of merchandising and design for Kenneth Cole and created the Kenneth Cole New York apparel collection.

Steinbrück has also been assistant professor for fashion design at Parsons School of Design in New York, where he mentored Lazaro Hernandez and Jack McCollough of Proenza Schouler as well as Alexander Wang.

Matt O’Toole, Reebok’s president, said, “We are building something really exciting here at Reebok. Hiring Thomas as our creative director is the next step in establishing Reebok as the leading global fitness brand.

“Thomas is not only an excellent creative, he is the perfect fit for the Reebok brand as he shares our passion for creating products for our consumer that perform at the highest level for their fitness activities, while ensuring that they look and feel great and stylish in their daily lifestyles.”

Reebok, a subsidiary of the Adidas Group, is headquartered in Canton, Mass., and has experienced a resurgence thanks to the popularity of the ath-leisure trend.

Reebok added that “fashion is infused in everything we do. We want to create the very best products for people living a fitness lifestyle — inside and outside the gym. Fashion is very important to our FitGen consumer. We will certainly have premium collections and exciting collaborations that elevate the brand, but nothing to announce as this time.”

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