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Reebok Appoints General Manager

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Reebok announced Tuesday the appointment of Chris Froio as the general manager of Reebok America.

Froio’s new role consists of leading the brand’s business growth within the U.S. market. He has been with the company for 25 years, most recently serving as the brand director in Western Europe. With Froio’s help, Western Europe had the fastest growing market.

“Coming back to the U.S., Reebok’s home market, is exciting. I’m looking forward to bringing my past experiences, as well as a number of learnings from my time in Western Europe, to this new opportunity,” said Froio. “What is most exciting, is the brand’s 100 percent commitment to winning in the U.S. We’ve made it our clear priority, and we have a strong, dedicated team and the right strategy in place to reach our goals.”

The company combined its global and U.S. teams last year, emphasizing its commitment to growing its U.S. market. Froio will report to Reebok President Matt O’Toole.

“Chris has a proven track record of success, and the accomplishments the Western Europe team under his leadership—nearly doubling the business—is the most recent example,” said O’Toole. “Chris’ leadership qualities, combined with his deep understanding of the Reebok brand, our consumer and the U.S. retail landscape, make him uniquely qualified for this critical position.”

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