REEBOK TAPS EXECUTIVE: Uli Becker has been named head of global marketing for the Reebok brand. In this newly structured role, Becker will oversee global product, sports marketing, and global brand marketing and public relations for Reebok. He will report to Paul Harrington, president and chief executive officer of the Reebok brand.
Becker heads global brand marketing at Adidas and is managing director of Adidas International B.V. in Amsterdam. Adidas acquired Reebok in January for $3.8 billion. Becker will relocate to Reebok’s worldwide headquarters in Canton, Mass., and assume his new role on July 17. A successor will be named for Becker at Adidas International.
Becker has been with Adidas for more than 16 years. He held senior management positions in product marketing, brand communication, advertising, media and sales on global, regional and local levels. Becker succeeds Dennis Baldwin, who left Reebok to pursue new professional interests. Since October 2005, Becker and Baldwin have led the marketing team in the Adidas-Reebok integration process.
“Strengthening our marketing and brand positioning is a cornerstone to our business strategy at Reebok,” Harrington said in a statement. “Uli and his Reebok brand marketing team will expand upon and evolve our overall brand marketing strategy around individuality and authenticity, while also focusing on our key performance strategic initiatives, which include running and our league relationships with the NFL, NHL and MLB.”
PUMA’S NEW SHOWCASE: Puma North America has opened the Puma Brand Center in its North American headquarters in Westford, Mass.
The 8,500-square-foot showroom will house all the brand’s footwear, apparel and accessories collections, ranging from performance to sport fashion. The brand center also will be the main headquarters for national sales and marketing meetings.
Jay Piccola, president and general manager for Puma North America, said, “As Puma has continued to experience impressive growth in the U.S., we could not ignore the need and importance for this kind of space here at our headquarters.”
In the fourth quarter ended Dec. 31, sales in the Americas, the lion’s share of them generated in the U.S., jumped 83.9 percent to 136.4 million euros, or $162.2 million.