Adidas has a new boss for Kora
Markus Morent takes on the role of the Managing Director of Adidas Korea, confirmed the Herzogenaurach sporting articler with fashionunited. In his new role, he reports to Mathieu Sidokpohou, member of the Executive Board. The change of management follows the departure of the former Managing Director Peter Kwak. Kwak decided to step down to spend more time with his family.
Morent has extensive knowledge and experience in the Korean market. He began his career at Adidas in 2005 in the retail finance area for the EMEA region (Europe, the Middle East and Africa). Between 2014 and 2019 he headed the retail and e-commerce business of Adidas Korea. Then he was Managing Director of Adidas Colombia.
The German sporting goods manufacturer emphasizes the strategic importance of the appointment of Morent. She is seen as an important milestone. This reflects the continuous commitment and high expectations of the brand for the Korean market. Morent will focus on further optimizing a consistent, consumer: internal -oriented brand experience. The focus is on increasing customer satisfaction. This should be done via various retail channels and strategic marketing initiatives.
Adidas started the year. In the first quarter of 2025, the company recorded sales growth from twelve comma seven percent to 6.15 billion euros. The net profit rose by 151 percent to 428 million euros. The strong demand for the core brand and increasing revenue in all regions contributed to the growth. Especially in Europe, China and the emerging countries. The gross margin improved thanks to lower costs and lower discounts. Adidas adheres to its forecast of high single -digit sales growth. A profit of 1.7 to 1.8 billion euros is expected for the year 2025.
This article was used with digital tools translated.
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