Adidas names Alasdhair Willis as new chief creative officer
Willis has built a ‘strong understanding’ of the company’s consumers, brand, labels, and categories through his work on a number of breakthrough projects, including a lead role in developing some of Adidas’ ‘most iconic’ material innovations.
Adidas has appointed Alasdhair Willis to chief creative officer. Willis will begin his contract at the beginning of April, reporting to executive board member of global brands, Brian Grevy.
Willis will be responsible for “shaping, defining, and shepherding” the creative direction for the global brand and its three major labels – Performance, Originals, and Sportswear – to deliver a “unified” Adidas brand experience.
According to the firm, Willis is a “creative visionary” with a long-standing connection to Adidas that dates back to 2005, most notably through his role in the concept and development of Adidas by Stella McCartney. He has remained “integral” to the growth and development of the partnership since its launch.
The brand also said Willis has built a “strong understanding” of the company’s consumers, brand, labels, and categories through his work on a number of breakthrough projects, including a lead role in developing some of Adidas’ “most iconic” material innovations.
Additionally, outside of his work he is revered for his tenure as creative director of British fashion heritage brand, Hunter, transforming what was a small single product business into a multi-category global fashion brand, and as co-founder of the Wallpaper Magazine.
The firm said it is through this “diverse” experience that Willis brings not just creative expertise, but the ability to deliver across commercial, strategic, and leadership functions.
Willis said: “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. 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.”
Grevy added: “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.”
