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Reebok poaches ex-Nike head for creative direction

Gigi Hadid for Reebok Classics
Image Courtesy: allure.com

Subsidiary of Adidas Group, athletic footwear and apparel brand Reebok has poached former executive of rival Nike as its new Global Creative Director.

Karen Reuther will replace Thomas Steinbruck, who held the position for a mere 18 months before announcing his exodus earlier this year.

Steinbruck’s background tilted more towards fashion having worked for fashion houses like Elie Saab and Kenneth Cole but perhaps the voice did not work for the sportswear megabrand.

Though Reuther has served as Nike’s Creative Director for some 12 years, the sports giant was not her latest stint.

Most recently, Reuther was leading a team of design, innovation and tech consultants at Cast Collective as the firm’s Creative Head and Brand Psychologist. Thus, her latest work portfolio expanded to advising world-renowned brands like Puma, Vans, Timberland, Pantone, etc.

According to a statement regarding the new talent acquisition by Reebok, Reuther will bring in a “brand-defining and consumer-relevant creative leadership across all design disciplines, including brand identity and design implementation, across every brand and consumer touch point”.

Speaking of the appointment, she herself said, “I am particularly excited to help Reebok merge the past and the present–bringing fitness and fashion together to create the very best products on the market.”

Her mission at Reebok is charged with both envisioning a new growth trajectory as well as continuing the brand’s latest focus on its women’s business. She will work on creating a unified identity for Reebok by pointing both the product and marketing teams in a global direction.