MunichKasper Rorsted on the Gas. The Dane is only since the beginning of October at the top of Adidas. But now the 54-Year-old to build the sports group strong. In the case of the ailing US subsidiary Reebok by the Manager to be out of the Headquarters in Boston, almost every fifth point. Overall, should go as soon as possible, to 150 employees. Even more so, Reebok also needs to leave his headquarters in Canton in the vicinity of Boston. A significantly smaller team to the centre of the metropolis, and to back this to the consumer. “The progress at Reebok, were not large enough,” underscore Rorsted in a telephone conference. On Thursday, he presented the Figures for the past quarter.
His predecessor, Herbert Hainer took over the Label ten years ago for three billion euros. Until today, the company lags behind that of the us East coast to the core brand, Adidas. The margin is modest, the revenue is lower than that of 2006.
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it is noted However, Hainer always been at the Reebok. The refocusing on Fitness is going to be successful, the upward trend is sustained, underscore Hainer in the summer. Rorsted evaluated the situation with Reebok is quite different. He does not want to separate from the brand. However, the former Henkel chief makes pressure to bring the Label to the level of Adidas.
The difference is enormous. The core Adidas brand is sought after around the world, which is currently extremely. Between July and the end of September the income for the Adidas brand increased at constant exchange rates, almost one-fifth. The US subsidiary Reebok is struggling, in contrast, an increase of only seven percent. On the home market of America, Reebok languishes for years. In addition, Reebok is not nearly as profitable as Adidas.
on the Other hand, Reebok is only available for every tenth Euro of the group revenues. The influence of the brand on the company as a whole is not too large. And: on the whole, it is to be running around in Adidas. When Kasper Rorsted maintains the current pace, then he will get one day in Herzogenaurach, Germany, a monument next to the company’s founder, Adi Dassler. Former Henkel CEO could announce on Thursday a profit increase in the third quarter by almost a quarter to EUR 386 million.
The sales shot up by 14 per cent to 5.4 billion euros. “2016 will be a record year in which the Adidas group will achieve exceptional results,” said Rorsted on Thursday morning, in his first telephone conference with journalists. Overall, sales are expected to increase this year by almost a fifth, of the profit of even more than a third grow.
The 54-year-old Rorsted has replaced two months ago, Herbert Hainer. The low-Bayer had led Adidas before one and a half decades. At the end of Hainer’s term of office, the sneaker maker was getting better and better. Benefited from now Rorsted.