Willis will be responsible for “shaping, defining and shepherding” the creative direction for the brand and its three major labels, respectively, Performance, Originals and Sportswear. The goal is to deliver consumers a unified adidas brand experience. Back in 2005, he headed the development of adidas by Stella McCartney project, remaining “integral to the growth and development of the partnership since its launch”.  

“Alasdhair is a true icon of the industry and together we have produced some of adidas’ most innovative work, so to now have him lead our design community and set the future of our brand expression is a wonderful thing. We are looking forward to seeing the influence of his unique creative vision, experience and expertise from developing and establishing some of the world’s most recognised brands”, expressed the Executive Board Member of Global Brands, Brian Grevy. Alasdhair Willis is known for his tenure as Creative Director of the British fashion heritage brand Hunter and as co-founder of the Wallpaper Magazine.

“Stepping into a permanent role at adidas and evolving our partnership is a great privilege and feels like an incredibly exciting and natural next step. The power and influence of the brand on sport, sports culture, and beyond is immeasurable. I welcome the opportunity to help establish a new era of design and brand leadership at adidas and, together with the team, take adidas to even higher levels” commented the newly-appointed Chief Creative Officer of adidas.