Dirk Schönberger to consult on adidas Sport Style Division
22 Jun '10
2 min read
adidas appoints designer Dirk Schönberger as Creative Director of the adidas Sport Style Division with immediate effect. Dirk Schönberger does not only represent an excellent and focused design sensibility, he also has vast professional experience in the fashion industry on the highest level. Combined with adidas' expertise in sport functionality, the Sport Style Division will be perfectly equipped for future accomplishments.
The reaction to consumer needs and market changes led to this decision with the idea to strengthen the expansion into the lifestyle and fashion arena. However adidas still is a sports brand - sport is the root to everything, it is adidas' heritage.
'By appointing Mr. Schönberger, adidas will guarantee the successful development of the Sport Style Division as well as bring it to the next level. Blending creativity and craftsmanship with a strong business strategy is what will make this a winning combination in the years to come.' Hermann Deininger - Chief Marketing Officer adidas Sport Style Division
In his function, Dirk Schönberger will define a coherent visual language as well as ensure innovative, inspirational design for all of the Sport Style collections.
'adidas has been a part of all my life, growing up in Germany it has been super influential. Of course it always remained and still is one of my favourite brands. I am thrilled to be part of the family and am looking forward to the challenges that lie ahead of me.' Dirk Schönberger
The adidas organization is matched to the needs of sports-oriented consumers. The two-divisional set-up of Sport Performance and Sport Style helps adidas develop and offer products that best meet the needs of today's clients.
Within Sport Performance, clear focus lies on Football, Running, Basketball and other global performance categories.
The Sport Style Division is leading in its segment and as such specifically targets the lifestyle and fashion consumer on different levels with Y-3, Originals, adidas SLVR, Porsche Design Sport and Neo.
'Within the adidas Group, the Sport Style Division has become a significant asset in making certain that we cover the global markets of performance and style. Bringing Mr. Schönberger on board of the Sport Style Division highlights our desire to be at the top of the lifestyle fashion market as well as supports the overall aim of adidas to be the leading sports brand in the world. I truly believe he is the right person to help us reach this goal.'
marketing@alchempro.com
