Ulrich Becker, President, Reebok North America, Reebok International, reveals the evolution and transformation of the global brand.
Uli Becker is president of Reebok International Ltd. Appointed to this position in March 2008, he is responsible for the Reebok brand’s business around the world.
From May 2006 until March 2008, Uli was chief marketing officer for the Reebok brand. In this position, Uli oversaw the Reebok Global Marketing group, which includes product, sports and entertainment marketing, brand marketing and public relations.
Prior to his role as CMO, Uli was the head of global brand marketing for the adidas brand and served as managing director of adidas International B.V. in Amsterdam. At adidas, Uli was responsible for global advertising, media, e-marketing, marketing communications, public relations and research. Under Uli’s leadership, adidas became one of the most awarded brands in the creative world. In 2004, adidas launched its new brand thought and attitude, "Impossible is Nothing", which was met with both consumer and critical acclaim around the globe.
In 2001, Uli was asked to pioneer the adidas Sportstyle division, based in Portland, OR. In 2002, he returned to Europe to take on the role of head of global brand marketing. From 1998 to 2001, Uli served as head of communications for adidas Germany, overseeing advertising, public relations, marketing communications and retail strategy for the brand.
Uli began his career at adidas in 1990. Early in his career he held various marketing, product and business development roles.