Ex – China COO Erick Haskell in the shoes of MD, Adidas India

03-02-2013 |  nrupaldiffion |    Trends


It was a matter of Rs. 870 Crore when a termination mail hit the inbox of Mr. Subhinder Prem, managing director of German sports brand Adidas India last year. It's been much of a rough ride for the company since then, voluntary retirement scheme was offered to 200 employees and the company is left with around 500 stores with two-third of the original franchisees after downsizing. There have been two major changes in the top management level in less than a year and the sportswear maker now presents its star performer, Erick Haskell.

If the past records are to believe, the Ex - China COO of Adidas brings the promise of experience and excellent track record while taking over charges from Claus Heckerott. In his own words, The restructuring of Reebok India is coming to an end and the group has decided that it is time to focus on the business aspects here in India. I will be looking to leverage on my China experience for growth here."


He brings with him the experience of 7000 stores in China; no wonder he talks of huge potential in India. The idea is to work together with the retail partners at front-end and suppliers in the back-end to take us to the next level. There is tremendous potential in India just like what it is there in China. We are in a different stage of development of sports culture in India compared to China but I see it growing from a largely cricket-oriented to a multi-sports one, such as football, basketball and running. He emphasizes up on the local sourcing of the products, which currently lies in a range of 75 to 80 percent.

Speaking of this new light at the end of the tunnel, Adidas group Chief Sales Officer Multichannel Markets, Roland Auschel said: "During the past year, we focused on setting up Reebok India for a fresh start in 2013, while continuing to build on the strength and success of the Adidas brand. Now that is some music to the ears of Adidas lovers.


1. www.thehindubusinessline.com

2. http://www.hindustantimes.com

3. http://www.business-standard.com

4. http://businesstoday.intoday.in