adidas has appointed Claus-Peter Mayer as general manager for Central Europe and Olivier Gianina as general manager for Southern Europe.
Mayer succeeds Marina Moguš, who was in charge of the Central Europe region since 2021. Moguš, a board member of the German Sporting Goods Industry Association (BSI) since 2024, is leaving the company after 19 years to pursue “a new professional opportunity outside the sporting goods sector.”
Mayer, who will assume the new role starting from September 1st, has been with adidas for over 30 years, most recently serving as GM and SVP for Southern Europe. The Central Europe region includes the brand’s home market, Germany, along with Austria, Switzerland, Poland, Czech Republic, Hungary, and Slovakia.
Olivier Gianina will instead take over the leadership of the Southern Europe region starting from August 1st. With adidas since 2003, he most recently led the company’s business in Brazil. Previously, he held various international positions, including roles in sales, supply chain, IT, and business development. The Southern Europe market includes Spain, Portugal, France, and Italy, as well as several countries in Southeastern Europe.
In the first quarter, adidas’ sales in Europe, its most important market, reached 2.09 billion euros, up 5% on a reported basis and 6% at constant exchange rates.
