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Peter Virsik

Peter_Virsik-1.jpgSince 2007, Peter has been Managing Director of adidas Group Central Europe East (CEE), responsible for the business of both adidas and Reebok. adidas Group currently employs around 480 employees across the CEE region.

Peter graduated in Management and Economics from the University of St Gallen, Switzerland. He started his career in 1994 at Roland Berger Strategy Consultants based in Munich where he led the global business unit 'Lifestyle / Sports and Luxury Goods' from 2000 to 2002.

In 2002, Peter joined adidas AG in Germany being responsible for strategic business development in the Europe, Middle East & Africa region.  From 2004, he was head of the Czech subsidiary of adidas based in Prague. Following the global acquisition of Reebok in 2006, Peter was responsible for the integration and development of Reebok in the Czech Republic. In 2007, Peter was appointed to Managing Director to set up the newly created region 'Central Europe East“.

During his career, Peter has been involved in various strategic initiatives and organizational change processes in the B2C sector – both from a consultant point of view as well as a business leader. His experience includes Turnaround Management, Strategic Growth Management, High Performance Organization, Employee Engagement and Multi-Channel Management.

Peter’s life is very much connected with supporting young people in shaping their career paths. He acts as a mentor both within adidas Group and outside of the organization (e.g. “Oddyssey”, “European Women on Boards” or “Nexteria Leadership Academy”). Peter also takes an active role in the management of non-profit organizations such as “Nexteria” and “Youth-Politics-Education” which serve as a development platform for value-based students and young professionals.


Associate Lecturer

Faculty or Department

School of Business


University of St. Gallen, Switzerland