Companies

Former adidas executive appointed CEO of Axel Arigato

Jan 23, 2026 Sweden

Frédéric Serrant has been appointed Chief Executive Officer of the Swedish footwear brand Axel Arigato. He will succeed Albin Johansson, who co-founded the brand and will remain as Chairman of the Board

“After more than a decade of building the brand, I’m proud to operate as chairman of the board, allowing me to focus on the long-term future of the brand, while ensuring its values, culture, and creative integrity remain intact”, said Albin Johansson. The executive launched the sneaker brand in 2014 with Max Svärdh, who stepped back from day-to-day involvement in the business a year and a half ago.

He will be replaced by Frédéric Serrant, who is set to assume the top job on the 3^rd of February. He brings over 30 years of experience to the role, having spent the last 16 years at adidas. Most recently, he was the managing director of the APAC business. Previously, he held roles such as senior vice president and general manager of Southeast Asia (SEA), vice president and general manager of Brazil and Chile, and sales director.

“I am genuinely impressed by the remarkable work that has been accomplished so far to build Axel Arigato into such a strong, distinctive, and inspiring brand. It is a true reflection of the talent, passion and commitment of the teams – and I am convinced that the potential ahead for the brand is enormous”, he wrote on his LinkedIn account.

Image Credits: virtua on linkedin.com

Sweden Axel Arigato Brands Footwear Management