Mr. Roland Auschel

Roland Auschel feels nothing but unwavering enthusiasm for the different brands that represent Adidas. He's been with the company for almost 30 years seeing Adidas grow beyond all expectations. Accumulating many years of experience in business development and sales since he joined Adidas in 1989, Roland Auschel took on his current role as Executive Board Member for Global Sales in 2013. He covers a lot of ground - both literally and metaphorically: His organization covers all global sales channels from retail stores to wholesale partnerships. With the core belief that sport has the power to change lives in mind, his key focus is on connecting with the consumer in the most personalized way and creating a seamless consumer experience. New technology plays a key role and so he personally enjoys exchanges with start-up companies in the education and tech field. The strategic aim of Adidas is to convert brand desire into profitable, sustainable business growth by flawlessly integrating and executing global strategies - with digitalization at Adidas seen as critical to the company’s performance.