Adidas Announces Leadership Succession Plan for Central European Markets

Adidas has announced the appointment of veteran executive Claus-Peter Mayer as the new general manager for central europe.

Effective September 1, Mayer will assume responsibility for the region, which encompasses several key territories, most notably the brand’s home market of Germany, alongside Austria, Switzerland, Poland, the Czech Republic, Hungary, and Slovakia.

With a career spanning more than 30 years at Adidas, he brings a deep institutional knowledge that is expected to provide stability and continuity for the Central European business unit. Having most recently managed the company’s Southern European operations from a base in Paris, Mayer has navigated diverse and complex retail landscapes, a skillset that will be critical as he transitions to oversee operations in the heart of the company’s domestic market.

The leadership change follows the departure of Marina Moguš, who has served as the general manager for central europe since 2021. Moguš is stepping down from her role after 19 years with the company to pursue a new professional opportunity outside the sporting goods industry. Her departure marks the end of a long-standing tenure during which she played a pivotal role in shaping the brand’s regional strategy and strengthening its market position.

In addition with this appointment, Adidas has confirmed that Olivier Gianina will succeed Mayer in leading the Southern European region. Gianina, who has been an integral part of the company since 2003, transitions to this role following his recent success in managing the brand’s business operations in Brazil.

This rotational approach highlights the organisation’s ongoing commitment to internal talent mobility, ensuring that its regional leadership teams are comprised of experienced executives who possess a comprehensive understanding of both local markets and global commercial standards.

Europe remains the company’s largest geographic region, reporting sales of EURO2.09 billion (AUD3.4 billion) in the first quarter of the year.

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