Fashion
U.S. sporstwear brand Reebok has recruited Nike alumni Karen Reuther to be its global creative director.
The Adidas-owned Reebok has tapped Reuther to replace Thomas Steinbruck, who exited the company earlier this year.
With 12 years brand creative experience at Nike, Reuther was appointed global creative director at the rival U.S. sports company during her multi-year tenure. She has also served as VP creative at VF Corporation and director of consumer insights and trends at Ziba Design.
Most recently, the executive served as creative director and brand psychologist at Cast Collective, a Boston-based group of consultants specialising in design, innovation and technology.
Clients included Puma, Vans, Timberland, Pantone, Piaggio Fast Forward, TJX Cos. Inc., Everybody Fights and Ideo.
“Karen brings a wealth of experience, both in our industry and from the outside,” commented Reebok President Matt O’Toole.
“Her expertise, clear vision and leadership skills will guide our design excellence, inspire creative rigor and craft and deliver a unified global design strategy for Reebok.”
Reuther will lead all aspects of design and brand identity across all of Reebok’s brands and channels, working in conjunction with the company’s product and marketing teams.
“I am incredibly excited to join Reebok,” said Reuther in a release. “
“This is a brand with a heritage that is unmatched, with some of the most iconic footwear silhouettes in the industry. But beyond this great heritage is an authentic fitness brand, with a unique and powerful purpose. I am particularly excited to help Reebok merge the past and the present–bringing fitness and fashion together to create the very best products on the market.”
In its latest earnings release in early May, Adidas said sales at loss-making fitness brand Reebok fell 3% due to declines in the training and running categories.
Overall, Adidas said group sales rose 26% in greater China for the same period.
