Björn Hamacher is taking the place of Michael Price at Asics Europe as director of marketing for Europe, the Middle East and Africa, reporting to Alistair Cameron, chief executive of Asics EMEA. He will be responsible for Asics' performance brands as well as its lifestyle brands, Asics Tiger and Onitsuka Tiger. Hamacher has been the marketing director for Asics Central Europe since last August, responsible for key markets such as Germany, Austria and Poland. His successor in this position has not yet been named. In the ten years prior to his work with Asics, Hamacher held various marketing functions at Coca-Cola, including that of European marketing for its Fanta brand.