ASICS announces changes to leadership team in Europe

Carsten Unbehaun is now the new CEO of ASICS EMEA

As the 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 position as the 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 ten years, Alistair Cameron, CEO for ASICS EMEA region, has decided to leave ASICS. Hokuto Nakano, Director ASICS Corporation said: “Since 2009, Alistair has led the business in what has been both an extremely challenging and changing time in our industry.

“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.”

Carsten Unbehaun is now the new CEO of ASICS EMEA. Carsten since joining ASICS EMEA in 2002 has held a number of senior management roles including Managing Director of Central Europe and most recently as the CEO of Haglöfs, which has had sales growth since joining in 2018. Carsten will remain as CEO of Haglöfs until his successor is found.

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

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