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Reebok Appoints New Creative Director

Reebok announced Thursday the appointment of designer and lifestyle brand strategist Thomas Steinbruck to the position of creative director for the company’s footwear and apparel collections.

Before joining the Reebok team, Steinbruck held senior roles with Porsche Design, Elie Saab and Kenneth Cole. He created, developed and implemented a more contemporary version of Elie Saab’s high-fashion line, forming the Collection range.

Most recently, Steinbruck began a full fashion and lifestyle collection for both men and women for Porsche Design, which eventually went on to show at New York Fashion Week.

In his new role with Adidas, he will be responsible for naming trends, themes and help inspire and guide the Reebok team.

“Reebok is an amazing brand—it offers both forward-thinking fitness products alongside iconic footwear silhouettes that have marked the last few decades. This heritage, along with the tremendous potential I feel the brand has right now, really appealed to me,” said Steinbruck. “I’m excited to help continue to grow Reebok into a global leader in fitness and to focus on areas I’m passionate about, such as sustainability and creating products for women that are at once fashionable and functional.”

As someone who enjoys fitness through regular yoga and CrossFit classes, as well as cycling and swimming, Steinbruck understands the necessities of athletic wear.

“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,” said Matt O’Toole, Reebok president.