Head of Sport Performance, Adidas America
As president of the adidas Group’s Sports Licensed Division (formerly OnField), David Baxter is responsible for overseeing all of Reebok’s sports licensed products and partnerships with the National Football League and National Hockey League, and adidas’ partnerships with the National Basketball Association, Women’s National Basketball Association and National Basketball Development League. Under David’s leadership, SLD leverages these League partnerships to significantly enhance both brands and increase their visibility, one of the company’s strategic priorities. He reports to both the President of Reebok and CEO of adidas.
David joined Reebok in March 2001 as senior vice president and chief operating officer of OnField. Promoted to president of OnField in October 2002, David assumed additional responsibility for leading the development and implementation of strategies to achieve brand and financial objectives for Reebok’s Sports Licensed Division. With the merger of Reebok’s two apparel groups, OnField and Reebok Apparel, in October 2003, David was named to the position of president of Reebok Apparel. Following the acquisition of Reebok by adidas, David was promoted to his current position in February 2006.
David has extensive sporting goods and apparel industry experience. Prior to joining Reebok, he served as president of Logo Athletic. He joined Logo Athletic in 1998 as senior vice president of Sales and Marketing, after serving as director of apparel sales for national accounts for adidas America from 1995-1998.
David began his career in 1982 as a clerk and store manager for Hibbett Sporting Goods. He went on to gain considerable industry experience as buyer for Sports a Foot (1990 – 1992) and then as buyer and divisional merchandise manager of apparel for Sports and Recreation (1992 – 1995), both of Florida.
David has twice been selected to Sports Business Journal’s annual “Forty under 40” list, which recognizes the most influential executives in the sports industry under the age of 40. A four-year track athlete in college, David enjoys all sports and fitness. A native of Chicago, he currently resides in Boston.