Ger Wright has been appointed Vice President Sales for the Europe, Middle East and Africa (EMEA) region of US sporting goods manufacturer New Balance. The manager announced her new position on LinkedIn. There, she shared that she was “energized to be back in a leading brand role.”
Wright added that in this role she will “work alongside the team to leverage the momentum created by New Balance, take our EMEA business to new heights and achieve New Balance’s ambitious goals.”
Wright brings extensive experience in the sporting goods industry. From 2022 to 2025 she was managing director of the sports division of the British Frasers Group. During this time, she was responsible for repositioning Sports Direct in the premium segment and developing a three-year strategy for the retailer.
Wright previously worked for the US sporting goods company Nike for more than 14.5 years and held positions of increasing responsibility there. Most recently, she served as VP General Manager of Merchandising and Marketplace in the EMEA region, having previously worked primarily in sales.
Wright is also a founding member of Global Game Shapers, a network for female leaders in the sporting goods industry founded in January 2025.
Her appointment at New Balance may indicate a renewed focus from the sporting goods manufacturer on the EMEA market. Last year, the company introduced a new retail concept at its reopened London flagship store and in other European regions. The concept stands for a premium experience at the interface of sport and culture.
This article was created using digital tools translated.
FashionUnited uses artificial intelligence to speed up the translation of articles and improve the end result. They help us to make FashionUnited’s international reporting quickly and comprehensively accessible to a German-speaking readership. Articles translated using AI-based tools are proofread and carefully edited by our editors before they are published. If you have any questions or comments, please email [email protected]