adidas appoints new management for the MENA region


Dubai, UAE: adidas announces the appointment of Bilal Fares as Managing Director MENA (Middle East and North Africa), effective March 1, 2022.

Fares will help drive the brand’s business initiatives and Own the Game strategy in the MENA region with 51 countries.

Fares originally joined the adidas team in 2018, leading the business activity for emerging markets, based in Dubai. Most recently, Fares served as vice president of transformation at adidas’ global headquarters in Germany.

Dave Thomas, Managing Director, Emerging Markets, said: “Bilal has previously been instrumental in expanding our business in the region. His strong track record of leadership in multiple markets, his international experience and his deep passion for people and our brand make him the ideal leader for this essential and dynamic market. We look forward to his continued success and contribution.

Bilal Fares, adidas’ new General Manager MENA, followed with: “It is with immense pride and enthusiasm that I return to a region with such a strong vision of growth for the future. I’m particularly looking forward to leading the team in a great year ahead, as adidas sponsors the first-ever FIFA World Cup in the Middle East.

Fares succeeds Gianni Conti, who then took over as head of the adidas business for CIS.

About Adidas:

adidas is a global designer and developer of athletic and lifestyle footwear, apparel and accessories with a mission to be the best sports brand in the world. As a leader in innovation and design, adidas designs the very best in high performance products to make athletes better, faster and stronger and creates a range of classic and fresh lifestyle and haute couture lines.


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