Stefan Heinrich (pictured) will take up the newly created role on August 1.
He is currently general manager at ASICS Austria, where he is responsible for business in Austria, Hungary, the Czech Republic, Slovakia and Slovenia.
With ASICS experiencing strong growth in Russia, Heinrich will support further investment to accelerate the brand across all of central Europe.
The company’s Russian, Middle East and African teams will report directly into him.
“The creation of a new region covering the emerging markets signals real intent from ASICS, as we look to strengthen our position as the leading sports performance brand,” Heinrich says.
Alistair Cameron, CEO of ASICS Europe, adds: “We are delighted to have secured Stefan Heinrich for the role of head of emerging markets for ASICS Europe.
“Stefan has a wealth of experience and knowledge of the ASICS brand.
“We see strong potential in growing the emerging markets in the Europe, Middle East and Africa region, which is why we have created this new position.
“Stefan has previously done an outstanding job as general manager of ASICS Austria, as well as marketing director for ASICS Germany, and we look forward to him continuing his excellent work in this new role.”
