Phil Benton | Advisory Associate

I started in the Sports Industry in 1994 as an Account Manager for adidas looking after 60 independent retailers in the South-West of England.

I progressed through the adidas organisation becoming a Key Account Manager, National Account Manager and Head of Field Sales (establishing the speciality sports channel) before relocating to the North West. My next roles were Head of National Accounts for both adidas and Reebok, Head of Account and Trade Marketing , Vice President of Sales for both adidas and Reebok (UK and Ireland), and my final role was General Manager of adidas London from 2019 to the summer of 2021.

Within this period, I also had the privilege to work as part of the leadership team in 2012 as adidas were the official sportswear partners of the London 2012 Olympic Games.

Beyond these specific roles I had the opportunity to work on a number of cross-market and cross -functional projects for adidas as the sports retail landscape in Europe changed and these covered a variety of topics including trading terms, supply chain, retail, e-commerce, category planning and staff training.

Whilst I have run the London Marathon twice and numerous 10Ks, field hockey is my primary sport. I have played a number of seasons within the English National League and at various representative levels including in Australia.

I am hugely excited to be involved with RIA. I see the many opportunities that exist to connect  everyone in the Running Industry, so after 27 years working for a great sports brand I am now able to use my experiences and knowledge to support the members of RIA and contribute to further growing the Running Industry.

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