Deininger Appointed CMO of all Adidas Sub-Brands

Hermann Deininger has been appointed by adidas to become its new chief marketing officer (CMO), ailment effective June 1.

Deininger will be responsible for all three adidas sub-brands, order adidas Sport Performance, site adidas Originals and adidas Sport Style and will continue to report directly to executive board member Erich Stamminger, responsible for global brands. 

Stamminger stated: “This new structure strengthens the integrity of our three sub-brands while making sure that all adidas programmes and products across all sub-brands remain in line with our overall brand direction.

“It is also a major step to deliver against the targets of our strategic business plan Route 2015 by enabling us to better focus on the consumer, align our organization worldwide and thus increase our speed to market.” 

Deininger has been a key member of the global marketing team for the adidas brand since 2000 and has been at the company since 1985. In the last four years he has served as CMO for adidas Sport Style and drove the Style business to record sales of US$3.08bn in 2010.

In his new role, Deininger will assume leadership across all adidas sub-brands adidas Sport Performance, adidas Originals and adidas Sport Style and their respective labels such as adidas by Stella McCartney, adidas NEO, adidas SLVR, Porsche Design and Y-3. 

Bernd Wahler, most recently CMO adidas Sport Performance, will assume leadership of the new and extended function as head of innovation for the adidas brand effective July 1 and will report directly into Deininger.