Markus Morent has been appointed as the new Managing Director of Adidas Korea, effective June 9, 2025. This strategic leadership change follows the departure of Peter Kwak, who stepped down to spend more time with his family.Morent, an Austrian national, brings over two decades of experience with Adidas. He began his career in 2005 within Retail Finance for the EMEA region (Europe, the Middle East, and Africa). Between 2014 and 2019, he led Adidas Korea’s retail and e-commerce activities. Prior to his current role, he served as Managing Director of Adidas Colombia.In his new position, Morent will report to Mathieu Sidokpohou, a member of the Executive Board responsible for Global Sales. His appointment is seen as a significant milestone, reflecting Adidas’s continued commitment and high expectations for the Korean market. Morent is expected to focus on optimizing a consistent, consumer-centric brand experience and enhancing customer satisfaction through diverse retail channels and strategic marketing initiatives. Under Peter Kwak’s leadership, Adidas Korea underwent significant transformations, including overhauling the distribution structure and returning the company to a strong growth trajectory.Adidas’s recent financial performance underscores the importance of the Korean market. In the first quarter of 2025, the company reported a revenue growth of 12.7% to €6.15 billion, with net profit increasing by 151% to €428 million.This move aims to deliver a consistent, consumer-centric brand experience across various retail platforms, with a strong emphasis on boosting customer satisfaction through targeted marketing strategies.This growth was fueled by robust demand for core products and increased sales across all regions, notably in Europe, China, and emerging markets. The company’s gross margin improved to 52.1%, attributed to reduced costs and fewer discounts. Despite challenges such as U.S. tariffs, Adidas maintains its forecast of high single-digit revenue growth and anticipates an operating profit between €1.7 billion and €1.8 billion for the full year 2025.
Adidas appoints new managing director in Korea
