adidas appoints new leadership for MENA region


Dubai, UAE: adidas announces the appointment of Bilal Fares as General Manager MENA (Middle East & North Africa), effective 1 March 2022.  

Fares will help drive the brand’s commercial initiatives and ‘Own the Game’ strategy across MENA with 51 countries.  

Fares originally joined the adidas team in 2018, leading commercial activity for Emerging Markets, based in Dubai. Most recently, Fares was operating as the VP of Transformation at adidas’ Global Headquarters in Germany.  

Dave Thomas, Managing Director, Emerging Markets said:“Bilal previously played an instrumental role in the expansion of our business in the region. His strong track record of cross-market leadership, international experience and great passion for People and our Brand makes him the ideal leader for this essential and dynamic market. We look forward to his continued success and contribution.” 

Bilal Fares, adidas’ new General Manager MENA, followed with: “It’s with immense pride and excitement that I’m returning to a region with such a strong vision of growth for the future. I especially look forward to leading the team through a big year ahead, as adidas sponsors the first ever FIFA World Cup in the Middle East.” 

Fares succeeds Gianni Conti, who has moved on to lead the adidas business for CIS. 

About adidas:

adidas is a global designer and developer of athletic and lifestyle footwear, apparel, and accessories with the mission to be the best sports brand in the world. As an innovation and design leader, adidas engineers the best in high-performance products to make athletes better, faster, and stronger and creates a range of classic and fresh lifestyle and high-fashion lines.