Reebok names new Creative Director

London - Reebok has appointed a new creative director. The adidas group-held activewear brand has named industry veteran Thomas Steinbrück to the role of creative director. Although the brand has had creative directors in the past, the appointment marks the first time in a longer period of time that someone has taken up the creative reins, said the sportswear brand.

In his new role at Reebok, Steinbrück has been tasked with overseeing the creative direction of the brand’s apparel and footwear collections. An enthusiastic sportsman himself, who is said to be fond of yoga and CrossFit, Steinbrück is set to create new trends and themes for the collections and led the design team in the right direction, according to the company.

“Reebok is an amazing brand — it offers both forward-thinking fitness products alongside iconic footwear silhouettes that have marked the last few decades,” said Steinbrück in a statement according to WWD. “This heritage, along with the tremendous potential I feel the brand has right now, really appealed to me. I’m [pleased] to help continue to grow Reebok into a global leader in fitness and to focus on areas…I am confident that my experience will bring something truly unique to Reebok.”

Steinbrück is an experienced fashion designer, who has worked for the likes of Elie Saab couture line, Porsche Design, and Kenneth Cole. He has been credited for helping boost Porsche Design fashion appeal by bringing the label to New York Fashion Week and working with the likes of Peter Lindbergh and Carine Roitfeld on it's advertising campaigns.

“We are building something really exciting here at Reebok,” said Matt O’Toole, President at Reebok. “Hiring Thomas as our creative director is the next step in establishing Reebok as the leading global fitness brand. Thomas is not only an excellent creative, he is the perfect fit for the Reebok brand as he shares our passion for creating products for our consumer that perform at the highest level for their fitness activities, while ensuring that they look and feel great and stylish in their daily lifestyles.”

Photo: Reebok, Facebook