Adidas and Factory PR have made big announcements in regard to major leadership changes, marking a change-of-the-game moment for the fashion and sportswear industry, while also including in the list Karolina Kurkova, Tanner Fletcher, and lifestyle destination The Surf Lodge, among high-profile entities, set to acquire new representation. These changes bring attention to how initiatives within large brands shift and how industrial leadership continues to incorporate themselves into sustainability and subsequently affect it.
Sportswear giant and trendsetter everywhere, Adidas has recently appointed former Puma executive Brian Grevy to be its new Chief Marketing Officer. Grevy had once worked for Adidas from 2006 to 2018. He is coming in with vast experience and an in-depth understanding of brand management in sports. The move marks a return to what has proven successful previously and will hopefully bring about and ensure much-needed innovation and then an important connection with the consumer, particularly because this is a time when Adidas faces increased competition from rival companies. Grevy is expected to take up the responsibility to lead Adidas’ digital transformation and sustainability efforts while going well in line with this overall corporate vision to style and environmentally responsible industry leadership.
On the PR front, Factory PR has a new CEO, ushering a new chapter in the New York based public relations agency. Factory PR is perhaps most known for representing luxury, beauty, and fashion clients. This change in leadership will be its attempt to strengthen engagements of its clients and prepare for the constantly shifting landscape of media. The unnamed new CEO brings a fresh strategic approach to client relationships, digital media, and brand storytelling, according to promises from the agency. This change signals Factory PR’s readiness and eagerness to sustain its leading position as a communications company while adhering to the emergent needs of its A-list clients.
Meanwhile, Catwalk fashion icon Karolina Kurkova, who once belonged to the Victoria’s Secret Angels, has given way to new representation, and by that stroke, her brand collaborations may be sky-rocketed with a strong play on her global influencer status. Joining her in this round of rebranding and representation are the emerging New York fashion house Tanner Fletcher, and the Montauk staple The Surf Lodge, an icon of laid-back luxury and cultural events. Its new representation will further the reach of Tanner Fletcher as well as The Surf Lodge to solidify their places in the fashion and lifestyle markets.
