New Balance appoints senior vice president of EMEA

US sportswear brand New Balance has appointed Mathias Boenke as its new
senior vice president of Europe, the Middle East and Africa (EMEA).

Boenke will return to the Boston-based brand in June having previously
served as country manager for New Balance Germany between 2001 and 2006.

He joins from Intersport where he served as chief operating officer for
Germany, Austria, Czech Republic, Slovakia and Hungary. He also directed
sales, marketing communications, digital expansion, and category management
for the global sports retailer.

He will be based at New Balance’s European headquarters in Amsterdam.

Boenke replaces Fran Allen, a 25-year veteran of the company who will
retire at the end of 2021.

New Balance president and CEO Joe Preston thanked Allen, who he credited
with driving significant sales growth for the company’s North American and
EMEA business.

Welcoming back Boenke, he said: “We are excited to have Mathias re-join
us to lead our efforts in the region as we capitalize on our brand’s energy
and momentum.

“Mathias has a proven track record of success and his leadership skills,
industry experience and expertise in digital and omnichannel opportunities
will drive our future success.”


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