Since 2013, Steyaert has led Adidas' largest market Western Europe as MD. Under his leadership, the region’s sales have grown over 50 per cent to €5.3 billion, as at December 31, 2016. Prior to that, Steyaert was a managing director North (UK+Ireland, Benelux and Nordics) from 2003-2013, including responsibility for the highly successful London 2012 Olympic Games activities of Adidas.

Commenting on the occasion, Igor Landau, chairman of the supervisory board of Adidas AG, said, "With Steyaert, we are pleased to appoint once again an excellent internal candidate to the executive board. Over the last couple of years, Steyaert was instrumental in growing and harmonising our business across Western Europe. With this he brings extensive knowledge about our business, our operations and our products to his new role on our executive board. He will continue to make sure that our agile and fast global operations remain a competitive advantage as outlined in our 'Creating the New' strategy."

Fibre2Fashion News Desk – India