Appointment of Marcus Morent as New CEO
First New Leader Since Korea Became an Independent Market
On June 16, Adidas announced the appointment of Marcus Morent as the new CEO of Adidas Korea.
Morent began his career at Adidas in 2005 in retail finance for the EMEA (Europe, Middle East, and Africa) region. From 2014 to 2019, he led retail and e-commerce operations at Adidas Korea, and subsequently served as CEO of Adidas Colombia.
Adidas selected Marcus Morent, who possesses a deep understanding of the Korean market and extensive experience, as the next-generation leader to head Adidas Korea. The company stated that this appointment was made as part of a thoroughly prepared leadership transition plan.
This is considered a strategic decision to further solidify the continued growth of the Korean market and marks a significant milestone reflecting Adidas’s ongoing commitment and high expectations for the Korean market.
The newly appointed CEO, Morent, plans to further optimize a consistent and consumer-centric Adidas brand experience, and focus on increasing customer satisfaction through various distribution channels and marketing strategies.
This leadership change follows the resignation of former CEO Peter Kwak. Since his appointment in September 2021, Peter Kwak worked to transition Korea into an independent market. However, during this process, he faced conflicts with offline franchisees and was criticized for two consecutive years during the National Assembly’s annual audit. Although fluent in Korean, Kwak faced public backlash last year when he brought an interpreter to the audit.
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