Adidas has appointed Alasdhair Willis as Chief Creative Officer, effective April, where he will be responsible for shaping, defining, and leading the creative process for the brand and its three major labels – Performance, Originals, and Sportswear. Together with Willis, the company aims to deliver a seamless brand experience to its customers.
Willis is a creative visionary with a long-standing history associated with Adidas dating back to 2005 when he played an integral part in the concept and development of the Adidas by Stella McCartney project. He has also established a deep understanding of the company’s consumers, brand, labels, and categories through his extensive range of successful projects, including a lead role in Adidas’ material innovations.
“Alasdhair is a true icon of the industry, and together we have produced some of Adidas’ most innovative work, so to now have him lead our design community and set the future of our brand expression is a wonderful thing,” gushed Brian Grevy, an Executive Board Member of Global Brands. “We are looking forward to seeing the influence of his unique creative vision, experience and expertise from developing and establishing some of the world’s most recognised brands.”
As Chief Creative Officer at Adidas, Willis will share his creative expertise and leadership to grow and nurture the brand’s innovative culture and empower all design teams within the company.
“Stepping into a permanent role at Adidas and evolving our partnership is a great privilege and feels like an incredibly exciting and natural next step,” said Willis. “The power and influence of the brand on sport, sports culture, and beyond is immeasurable. I welcome the opportunity to help establish a new era of design and brand leadership at Adidas and, together with the team, take Adidas to even higher levels.”