adidas announces the appointment of Bilal Fares as general manager MENA

adidas has announced the appointment of Bilal Fares as general manager MENA (the Middle East & North Africa), effective 1 March 2022.

Fares will help drive the brand’s commercial initiatives and ‘Own the Game’ strategy across MENA with 51 countries.

Are you ready for Ramadan? Join us at our Ramadan breakfast briefing to find out how old and new technologies and media are helping brands engage and interact better during the Holy Month.


Fares originally joined the adidas team in 2018, leading commercial activity for Emerging Markets, based in Dubai. Most recently, Fares was operating as the VP of Transformation at adidas’ Global Headquarters in Germany.

Dave Thomas, managing director, emerging markets said: “Bilal previously played an instrumental role in the expansion of our business in the region. His strong track record of cross-market leadership, international experience and great passion for People and our Brand makes him the ideal leader for this essential and dynamic market. We look forward to his continued success and contribution.”

Bilal Fares, adidas’ new general manager MENA, said: “It’s with immense pride and excitement that I’m returning to a region with such a strong vision of growth for the future. I especially look forward to leading the team through a big year ahead, as adidas sponsors the first-ever FIFA World Cup in the Middle East.”

Fares succeeds Gianni Conti, who has moved on to lead the adidas business for CIS.