President, adidas Group Canada
About Michael Rossi
Based in Woodbridge, Michael oversees Canadian operations for adidas, Reebok and shared services for TaylorMade adidas Golf in his role as president of adidas Group Canada. Since being selected as President in 2014, Michael has played an instrumental role in securing the recent seven-year NHL partnership with adidas, as well as the transition of the Group’s CFL partnership from Reebok to adidas beginning in 2016. The Canadian market continues to drive
growth of both Reebok and adidas across both their wholesale and retail channels. In 2015, the adidas Group completed construction of a new state-of-the-art distribution facility in Brant County, Ontario, another illustration of the company’s commitment to being the employer and partner of choice within Canadian sporting goods.
Michael was previously the Vice President of Reebok in Canada, during which time he successfully built the brand’s fitness positioning through partnerships with the CFL and GoodLife Fitness. He also spearheaded the launch of Reebok’s BOKS before school fitness program in conjunction with the Public Health Agency of Canada, a program now helping get Canadian children moving in over 150 schools across the country. In his almost 13 years with the company, Michael has held a variety of roles in marketing, sales, and product management within the company.
Prior to joining Reebok, Michael also worked in Marketing at Nestle Canada, with responsibilities on leading confectionery brands such as Kit Kat and Smarties. He started his career at NHL Enterprises Canada, where he worked with key Canadian licensing partners of the NHL. Michael graduated with an Honours in Business Administration from Western’s Ivey Business School in London, Ontario, serving as Valedictorian for his graduating class. Michael continues to share his thoughts and insights with aspiring entrants to the sports industry, having spoken at the Ivey Retail Conference, the Queen’s School of Business’ Annual Sports Conference. Michael will be participating in the Prime Time Sports Conference this November as a special panel speaker.
Identified as an emerging talent in the sports industry, Michael was recognized this year as one of George Brown College’s “5 to Watch” in Canadian sports, as well as by Sporting Goods Business as one of North America’s ‘Top 40 Under 40’