A new CEO, highly familiar with both the market and the brand, is expected to boost Adidas’ flagging sales in China after Western sports brands recently suffered from a boycott called by state media and social media users over Western allegations of human rights abuses in Xinjiang. Adidas saw Greater China sales fall by 15 percent in the third quarter, but the company has launched an action plan to try to revive its fortunes in the country. The former CEO, Jason Thomas, is returning to Dubai, where he was already active for Adidas until 2017, to take up a newly created post and is handing over to Adrian Siu as the new managing director for Greater China, effective immediately. Siu joined Adidas Hong Kong in 2002 as sales director, then served the brand in Shanghai and other locations. In the past two years, he made a guest appearance as CEO of the Chinese apparel brand Cosmo Lady.

Topics