Japanese sportswear giant Asics has made two senior marketing hires in its European arm.
Robin Karakash (pictured) has joined the brand in the newly created role of director of integrated marketing communication for EMEA, where he will oversee the team.
German-born Karakash’s previous roles include managing director at creative agency VCCP Berlin, where he created campaigns for brands including Nike.
Asics Europe has also appointed Olivier Mignon as its new EMEA director of sports marketing.
Mignon, who previously oversaw Asics’ business performance team in its South West operations, will drive the brand’s running, tennis, athletics and indoor strategies as well as its ambassador initiatives.
Both roles will report to vice president of EMEA marketing Björn Hamacher.
The hires come as the brand is overhauling its marketing strategy, as part of its ongoing business transformation plan.
The integrated marketing communication team will merge old and new divisions to comprise digital content creation, social media, media planning, PR, community management, entertainment management and digital services.
Asics said the team was reshuffled to ensure there is consistent brand messaging across traditional and digital marketing channels.