Alashair Willis has been appointed as the new Chief Creative Officer of sportswear giant Adidas

As per a Fashion Network report, in this role, Willis will be responsible for the creative direction of the global brand and its three major labels – Performance, Originals, and Sportswear – to deliver a unified Adidas brand experience.

Willis has been involved with Adidas since 2005, most notably through his role in the concept and development of Adidas by Stella McCartney in partnership with Stella McCartney. He is responsible for building a strong understanding of the company’s consumers, brand, labels, and categories through his work on a number of projects.

Willis was earlier employed as the creative director of British fashion heritage brand, Hunter. He was responsible for transforming the small single product business into a multi-category global fashion brand, and as co-founder of the trailblazing Wallpaper* Magazine.