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Adidas hires Sport Style creative director

Adidas has recruited designer Dirk Schönberger as creative director of its Sport Style division, with immediate effect.

Schönberger has been tasked with “defining a coherent visual language” for the Sport Style collections, which include Y-3, Originals, Adidas SLVR, Porsche Design Sport and Neo.

He was previously creative director of Joop, from 2007 to December 2009.

Hermann Deininger, chief marketing officer of the Sport Style division, said the appointment “guaranteed” the successful development of Sport Style, which “blends creativity and craftsmanship with a strong business strategy”.

Sport Style is one of two Adidas divisions and focuses on lifestyle and fashion sportswear. It sits alongside the Sport Performance division which specialises in performance wear, especially for football, running and basketball.

Erich Stamminger, a member of the executive board, Adidas Group, Global Brands, added: “Bringing Mr Schönberger on board highlights our desire to be at the top of the lifestyle fashion market [and] supports the overall aim of Adidas to be the leading sports brand in the world.

“I truly believe he is the right person to help us reach this goal.”

Schönberger added: “Adidas has been part of my whole life and, growing up in Germany, it has been super influential. I am looking forward to the challenges that lie ahead of me.”

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