Adidas said Reebok North America President Uli Becker would be leaving the company. Becker's departure was part of a management revamp to revive the firm, Bloomberg reported. He had been with the fitness brand for 23 years. Adidas said Becker was leaving to pursue a new career and business opportunities. Becker was the head of Reebok's global operations until September 2012. Matt O'Toole, the Chief Marketing Officer of Reebok, took over Becker's role last year.
Adidas purchased Reebok in 2006 in a deal worth USD 3.7 billion. In four of the six years of the acquisition, Reebok had continued to experience decline in sales, according to Bloomberg.
As part of the management shakeup, the North American units of Adidas and Reebok would be placed under the leadership of Patrik Nilsson. Nilsson had been serving as Adidas North America's President for six years.
Adidas Chief Executive Officer Herbert Hainer said, "Our goal is to strengthen our business, to invest in our brands and to enable faster growth for both brands by winning our key consumers. This new set-up will make our group stronger and grow our business faster in the U.S."
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