Adidas Appoints Alasdhair Willis to The Position of Chief Creative Officer

Adidas has named Alasdhair Willis, as its next chief creative officer to "define the future of Adidas."

Willis, an ex-creative director at British heritage footwear and outdoor brand Hunter, will be in charge of "developing, defining, and shepherding the creative direction" for Adidas' three core brands - Performance, Originals, and Sportswear.

The move is part of Adidas' goal to unify its brand experience. Adidas notes that Willis was picked not just for his creative abilities, but also for his ability to execute across commercial, strategic, and leadership duties.

Willis, as chief creative officer at Adidas, will be responsible for global creative leadership, developing and nurturing the company's creative culture, and empowering teams across all design departments, the sportswear firm revealed.

Brian Grevy, executive board member of global brands at Adidas, said in a statement: "Alasdhair is a genuine industry legend, and together we've created some of Adidas' most inventive work, so having him now head our design community and shape the future of our brand expression is a fantastic thing."

"We're excited to witness the impact of his singular creative vision, knowledge, and skill gained while building and establishing some of the world's most recognisable companies."


Alasdhair Willis joins Adidas in April 2022 "to help determine the brand's future."


Willis has a long history with Adidas, dating all the way back to 2005, when he collaborated with the sportswear brand on the concept and development of Adidas by Stella McCartney in collaboration with the British designer, with Adidas noting that he has remained integral to the collaboration's growth and development since its inception.

Apart from Adidas by Stella McCartney, the sportswear giant noted that Willis has developed an in-depth understanding of the company's consumers, brand, labels, and categories through his work on several ground-breaking projects, including a lead role in developing some of Adidas' most iconic material innovations.

Willis also has a track record of reinventing businesses; during his term as creative director of Hunter, he established a new brand vision and strategy for the wellington boot firm, converting it from a single product footwear business to a worldwide fashion and lifestyle brand.

Willis said in response to his appointment, "Stepping into a permanent job at Adidas and growing our alliance is an incredible honour and seems like an immensely exciting and logical next step."

"The brand's strength and effect on sport, sports culture, and beyond are incalculable. I'm excited about the chance to assist adidas usher in a new age of design and brand leadership and, along with the team, propel adidas to new heights."