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Adidas' India general manager Neelendra Singh
Adidas' India general manager Neelendra Singh

Adidas elevates Neelendra Singh as new general manager for India

  • Neelendra Singh has been with Adidas for over 14 years
  • Adidas is also expected to announce a new marketing head for the India

The Indian arm of German sports brand Adidas announced the elevation of Neelendra Singh to the position of general manager for India market effective immediately on Monday. Singh takes over the role from Dave Thomas, who has moved to a new role as Adidas’ managing director of emerging markets effective 1 April. Thomas will report to Roland Auschel, board member responsible for global sales.

Singh, who will continue to report to Dave Thomas, has been with Adidas for over 14 years, most recently as senior vice-president global DTC and franchise. He also has previously worked as vice-president for retail and franchise at Adidas and group retail director in South Korea. He first joined the company in India in 2005 after working in various roles in the Indian retail teams of Orange (Hutchison Max Telecom Pvt Ltd), Arcus and Shoppers Stop.

Adidas is also expected to announce a new marketing head for the India market as Sean Van Wyk, senior marketing director, Adidas India has moved on to a different role based out of Dubai.

Headquartered in Germany, Adidas operates in the sporting goods industry with the core brands Adidas and Reebok selling apparels, shoes and accessories. It employs around 57,000 people across the globe and generated sales of under €22 billion in 2018.

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