Hugo Boss poaches global head of marketing from Adidas

By

Isabel LEONHARDT

Translated by
Roberta HERRERA

Published
Apr 30, 2022

Florian Reichelsdorfer was appointed Hugo’s global head of marketing at the beginning of April. The exec joins the company from Adidas, where he was most recently in charge of global entertainment & influencer marketing.

 
Reichelsdorfer assumed a newly created position within the Hugo Boss Group’s brand. In his new role, he will report directly to Miah Sullivan, director global marketing and brand communications at the Metzingen-based company since May 2021. Reichelsdorfer will be responsible for developing Hugo’s global marketing, explained Hugo Boss at the request of FashionNetwork.com. The 41-year-old will sharpen the brand’s visual identity and drive Hugo’s repositioning towards a younger target audience.  
 
Under the leadership of its new CEO, Daniel Grieder, who took over the company in summer 2021, the German group has adopted a more lifestyle approach for its two brands. With more than 15 years of experience working for Adidas, particularly in organizing events and influencer marketing, Reichelsdorfer will bring his expertise with him to Hugo. 

Hugo saw its sales increase by 45% compared to 2020 to 413 million euros.