Reebok's efforts to expand in Europe have become more harmonized since Chris Froio was appointed to head up the fitness brand's business around Western Europe in February. Based in Herzogenaurach, he reports directly to Gil Steyaert, managing director of the Adidas Group for Western Europe. This regional layer was created two years ago to take care of European key accounts and to harmonize the product ranges sold across European countries, but the regional job is new at the Reebok brand. Froio has been with Reebok for more than two decades, with various functions in sales and product marketing, and he held several positions leading the men's and training business units. The Adidas Group described him as a key player in building the successful partnership with CrossFit.  

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