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I’ve built a 12-year career as a product and merchandising strategist with two of the world’s most iconic brands: adidas and Nike. Through that journey I gained a keen understanding for the manufacturing & marketing value chain and led teams towards consistent business growth through technical innovation, aspirational & commercial product line strategies. Fueled by the belief that business and life happen outside of the cube, my background includes collaboration with global partners across North America, The Middle East, Western Europe and China.

Drove game-changing strategic initiatives for North American marketplace development, supply chain enhancement and future business acceleration.

Developed innovative account prioritization and service-level methodology to efficiently deploy resources, brand and sales strategy across 50 key accounts representing over 85% of the entire North American business.

Generated a 20% increase to on-time availability of products in 2019 resulting from an organizational change initiative related to supply planning and purchasing.

Identified and developed $300 million in incremental business opportunities across the organization.

Director, Business Development

Role based out of Dubai, UAE

Led merchandising and activation strategy for $165 million Men’s, Women’s and Kids business operating in 45 unique countries across Middle East and North Africa

Delivered a 22% SKU reduction in first 6 months, enhancing profitability, while maintaining order book targets.

Generated a 40% increase in on-time delivery of key campaign products with a  speed-to-value project.

Established a team culture and empowered 4 direct reports to boost morale and productivity.


Director, Training Business Unit - Middle East & North Africa 

Led 3 direct reports toward brand objectives, with a focus on individual development. 

Reduced the product development timeline more than 60% and doubled the business within 2 years by establishing new futures and in-season commercialization models. 

Analyzed retail and consumer data, and translated insights into actionable business opportunities.

Collaborated across the organization to establish a new speed creation and merchandising engine.


Director, Speed-to-Market & Graphics Business Unit

Developed and led a team of 3 direct reports responsible for a $220 million annual apparel business. 

Achieved 12% growth of men’s apparel category, despite overall brand struggle in the US market.

Elevated key item propositions in adidas own retail, Dick’s Sporting Goods and other key retailers. 

Crafted a key fleece franchise which was adopted globally, and now drives 1.5 million units annually. 


Category Manager, Men’s Training Apparel

Managed product strategy for $110 million global Jordan Brand lifestyle and Legacy apparel collections. 

Partnered with the industry-leading Jordan Brand footwear team to drive story, brand and performance DNA into lifestyle apparel concepts.

Generated $6 million (+5%) annually, by establishing the AJI apparel program and managing a comprehensive roll-out plan.

Delivered $10 million (+9%) in incremental annual revenue by re-setting key fleece propositions.  


Product Line Manager, Lifestyle Apparel

Managed global inline, signature and team apparel, base layer innovations and promo NCAA uniforms.

Delivered 15% global and 10% U.S. market growth of inline apparel business with a team of 2 direct reports.

Tripled US Team apparel business in 2010. 

Collaborated with athletes and NCAA properties to gather insights and deliver new product concepts.


Product Line Manager, Basketball Apparel 

2-Year apprenticeship program  to develop leadership competency in product management and merchandising across a variety of sport categories and product types.

Future Product Manager

Business Development Intern

Tony Reed is a Director, Business Development at adidas in OR. View their experience, skills and work history on Malakye — the professional network for…

Tony Reed — Director, Business Development at adidas — OR

Tony Reed

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