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ASICS makes changes to leadership team in Europe

Carsten Unbehaun new CEO of ASICS EMEA

As the run shoe brand looks ahead to 2020, ASICS EMEA has started implementing a number of initiatives to ‘face the challenging market situation’. The initiatives are aimed at further strengthening the brand’s position as a ‘leading performance sports brand in the region and ensure the sustainable growth of the business.’

As part of the changes, a new leadership structure will come into effect. After 10 years, Alistair Cameron, CEO for ASICS EMEA region, has decided to leave the company.

“Since 2009, Alistair has led the business in what has been both an extremely challenging and changing time in our industry,” Hokuto Nakano, Director ASICS Corporation said in a statement. “For over a decade, he has made untold contributions and played an integral part in laying the foundations to build our brand in a key region for our future success. We thank him for his loyal service to ASICS.”

From 20th November 2019, Carsten Unbehaun becomes the new CEO of ASICS EMEA. Since joining ASICS EMEA in 2002 he has held a number of senior management roles including Managing Director of Central Europe and most recently as the CEO of Haglöfs. Unbehaun will remain as CEO of Haglöfs until his successor is found.

From 1st January 2020, Masashi Abe will become Executive Vice President at ASICS EMEA. He started working in ASICS from 2001, and he moves from ASICS Headquarters in Kobe, Japan, having held numerous roles. These include assignments to Europe for several years and most recently as the General Manager of ASICS’ Geography Strategy Division.




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