Since taking on his first Greater China role at the beginning of this year, Currie (pictured) has worked closely with Bezu helping the company rebound and setting it on a course for future success, the company said in a statement.
In his new role, Currie will also report directly to Herbert Hainer, Adidas Group CEO.
The statement added that Currie’s broad skills and experience in Hong Kong, Taiwan and Mainland China made him the natural choice to fill the role and help ensure that the transition is seamless.
The announcement follows the recent appointment of Christophe Bezu as chief e-commerce officer for Adidas. In this role Bezu will focus on the important new sales channel for the company, while still being in a position to provide mentoring, coaching and strategic guidance to the very important markets of Greater China and its leadership.
Bezu will continue to report to Hainer.
“China is one of the most dynamic and important markets for the Adidas Group globally, and together, the new management team will be well positioned to drive our business forward into 2011 and beyond,” Hainer said.
“Christophe has provided amazing guidance and vision for Adidas Group China that has helped place us where we are today as a leading sports brand in this market. Colin, meanwhile, knows this market intuitively well and is an expert team-builder, making him a perfect match for his new role,” he added.
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