Article Oct 30, 2016

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Reebok taps Thomas Steinbruck as creative director

Reebok has appointed industry veteran Thomas Steinbruck to the post of creative director.

The German-American fashion designer will oversee the direction of the sportswear giant’s footwear and apparel collections.

He will also set trends, create themes and provide inspiration and guidance to the design teams.

Reebok president Matt O’Toole said that Steinbruck’s vast experience in the fashion industry and enthusiasm for fitness and activewear makes him a natural fit for the brand.

“We are building something really exciting here at Reebok. Hiring Thomas as our creative director is the next step in establishing Reebok as the leading global fitness brand,” he said in a statement, according to WWD. “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.”

Over the course of Steinbruck’s career, he has held senior creative roles at Porsche Design, Elie Saab and Kenneth Cole. He also previously worked as an assistant professor for fashion design at Parsons School of Design in New York, where he mentored Alexander Wang.

Meanwhile, Steinbruck shares that he is excited to tap into the Canton, Massachusetts-based brand’s “tremendous” potential.

“Reebok is an amazing brand— it offers both forward-thinking fitness products alongside iconic footwear silhouettes that have marked the last few decades,” he said. “I’m (pleased) to help continue to grow Reebok into a global leader in fitness and to focus on areas I’m passionate.”

With Steinbruck on board, Reebok is now looking to expand on its products for the FitGen consumer, and is planning new premium collections and further collaborations.