Reebok Veteran Chris Froio Returns to U.S. to Serve as General Manager at Reebok America

BACK TO BOSTON: Having done some significant layoffs in recent months in advance of its planned move to new corporate headquarters in October, Reebok International has tapped Chris Froio as general manager of Reebok America. With 25 years of experience with the company both in the U.S. and abroad, Froio is now overseeing the brand’s efforts to build sales in the increasingly competitive U.S. market. Most recently he served as Reebok’s brand director in Western Europe, which became the brand’s fastest-growing market and nearly doubled sales, according to Reebok president Matt O’Toole. He was based in Herzogenaurach, Germany, but his successor has not yet been named, a Reebok spokesman said Tuesday. Froio, whose former roles at the company included head of Reebok’s Training business unit, is now heading up Reebok’s U.S. retail and wholesale organizations. He reports to O’Toole. As an indication of its commitment to the domestic business, the company combined its global and U.S. teams into one in order to maximize the full resources of the brand to work on bolstering the U.S. business. In addition to well-established competitors like Nike, Under Armour, Puma, New Balance and Asics, Reebok has a slew of other labels trying to chip away at its

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