Sportswear giant adidas has appointed Eleanor Wang as its new director of brand activation for Southeast Asia (SEA). This strategic hire underscores adidas' commitment to strengthening its brand presence and consumer engagement across the dynamic SEA market.
Wang brings over a decade of experience from rival PUMA Group, where she most recently served as director of marketing for SEA. Her journey at PUMA began in 2013 as a senior marketing executive, showcasing her rapid ascent through the ranks to head of marketing, SEA, before assuming the director role.
During her tenure at PUMA, Wang was pivotal in launching high-impact campaigns across sports and lifestyle categories. Her expertise in brand storytelling, digital campaigns, and strategic partnerships significantly enhanced PUMA's regional footprint. Notable achievements include the "PUMA Palermo Stadio House," the "PUMA +65" campaign, and the brand's collaboration with the Standard Chartered Singapore Marathon.
At adidas, Wang is expected to leverage her event-led activations and cross-market strategies to invigorate the brand's presence in SEA. This region, known for its vibrant sports culture and fast-changing consumer trends, presents a fertile ground for adidas' growth ambitions.
Meanwhile, Gabriel Yap steps into Wang's former role at PUMA as the new senior director of marketing for SEA. Yap, previously with ASICS, is tasked with driving PUMA's marketing initiatives and ensuring consistent brand positioning across the region.
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