The German sporting goods brand Adidas is getting a new creative head. On Thursday, the company announced the appointment of Alasdhair Willis as chief creative officer. Adidas announced that he will take up the post in April and will then report directly to Brian Grevy, who is responsible for the Global Brands department on the Group Executive Board of Adidas AG. In his new role, Willis will lead Adidas’ design teams, defining and executing the creative direction of the global brand and its three labels, Performance, Originals and Sportswear, according to the company. The goal is “to create a uniform Adidas brand experience,” explained the sports goods retailer.
Fashion designer Stella McCartney’s husband has a long history in the fashion and lifestyle industry. He made a name for himself as co-founder and editor of the influential design magazine Wallpaper, later he ran his own consulting agency and implemented various projects and collaborations. From 2013 to summer 2020 he was Creative Director at the traditional British company Hunter Boots and during this time played a key role in the further development of the rubber boot manufacturer into a global fashion and lifestyle brand.
Together with his wife Stella McCartney, Willis has worked with Adidas since 2005
His relationship with Adidas dates back to 2005 when he and his wife helped design and develop the Adidas by Stella McCartney line. Since then, he has continued to play a key role in the growth and further development of the collaboration, the sporting goods supplier explained.
Willis’ future boss Brian Grevy paid tribute to the new signing: “Alasdhair is a true icon in the industry and together we have created some of Adidas’ most innovative products. To have him lead our design community and shape the future of our branding is a wonderful thing,” he said in a statement. “We look forward to seeing the impact of his unique creative vision, experience and expertise.”
“It is a great privilege to assume a permanent role at Adidas and to further develop our partnership,” said Willis on his appointment. “For me it’s an incredibly exciting and natural next step.”