Companies

adidas names Markus Morent to lead Korean Market

Jul 1, 2025 South Korea

The German sportswear company appoints Markus Morent as head of adidas Korea, signalling renewed focus on consumer experience and growth as the company posts strong early 2025 results

adidas has appointed Markus Morent as the new Managing Director of adidas Korea, following the resignation of Peter Kwak, who stepped down for family reasons. Morent, an Austrian national, brings extensive experience within the adidas group, having started his career in 2005 in retail finance for the EMEA region.

Between 2014 and 2019, Morent oversaw retail and e-commerce operations at adidas Korea before leading as Vice President of Latin America Direct-to-Consumer and, most recently, serving as Chief Executive Officer of adidas Colombia. The new Managing Director will focus on enhancing a consistent, consumer-focused brand experience, aiming to improve customer satisfaction across diverse retail channels.

The company described Morent’s appointment as a strategic move to strengthen its presence in Korea, a market it elevated to standalone status in January 2024. adidas highlighted that his return marks a significant milestone, underscoring its continued commitment and high expectations for the Korean market. Morent will report directly to Mathieu Sidokpohou, the Executive Board member responsible for global sales.

Peter Kwak was credited with transforming Korea into an independent market, restructuring distribution and steering the company back to a robust growth path. According to the sportswear company, his leadership was key in cementing adidas Korea’s position as a part of the brand’s global strategy.

The leadership change comes as adidas records a strong start to 2025. In the first quarter, the company reported a 12.7% revenue increase compared to the same period last year, reaching 6.15 billion Euros. Growth was driven by strong demand for core products and rising sales across all regions, especially in Europe, China and emerging markets. The brand also achieved a higher gross margin, attributed to lower costs and reduced discounting.

Looking ahead, adidas maintains its outlook for high single-digit revenue growth and a projected profit of between 1.7 and 1.8 billion Euros for the full year 2025. The first-half 2025 results are set to be shared on July 30^th.

Image Credits: linkedin.com

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