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Translated by
Nicola Mira
Published
Nov 26, 2018
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Adidas reappoints Guillaume de Monplanet as general manager France

Translated by
Nicola Mira
Published
Nov 26, 2018

In the summer, Kasper Rorsted, CEO of Adidas, heralded a reshuffle in the sport group’s European organisation. At the time, Arthur Hoeld was appointed general manager for Europe for the German sport giant. But there is more to the organisational change, besides the rise in influence of the former boss of Adidas Originals. Adidas has in fact decided to jettison its two-pronged structure in Europe, with an Eastern and a Western Europe management team. Arthur Hoeld is now in charge of 36 countries altogether, and the role of their respective general managers has been boosted.


Guillaume de Montplanet - Adidas


The key European regions for Adidas remain the North (the UK and Benelux), Centre (Germany, Austria and Switzerland) and France, regarded as a priority market given its trend and the brand’s performance within it. Guillaume de Montplanet has been reappointed general manager for France, while still sitting on the group’s European executive committee, as reported by French industry magazine Sport Guide.

De Montplanet had already worked as GM France between 2012 and 2017, before being called up to the group's world headquarters in Herzogenaurach, Germany, as senior vice-president of the Adidas brand for Europe. He replaces Nicolas Favre, who took up the GM France role a year ago and has now left the group. Claus-Peter Mayer is the new vice-president of the Adidas brand for Europe, having previously been vice-president of global sports marketing for football.

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