Meet Sergei Vasilev: The Brand Director With 15 Years Of Experience In Sportswear

Sergei Vasilev has been involved in the sportswear industry for over 15 years. Having worked with many international brands, he talks about his successful mid-term and long-term business strategies using market data and consumer analysis. 

With your vast range of experience, you have helped launch new distribution channels for some major sportswear retail brands. What was your role in these projects? 

“I have worked with very exciting brands, such as Nike, Adidas, Puma, and Reebok, and was a lead for some very interesting distribution channel projects, including the Nike CIS market. I also created innovative business tools, such as the APAC comms portal, and took full responsibility for DTC channels to manage retail portfolios.”

What is one of your proudest success stories?

“One of my biggest success stories was with Reebok North America when, together with the retail team, I worked to reinvent fashion-forward retail formats to make shopping not just easier but more enjoyable and exciting as well through the e-comm channel for Reebok.”

Can you provide an example of how you used consumer insights to drive business growth in this project? 

“I have been creating successful mid- and long-term business strategies using market data and consumer analysis, leading to exceptional commercial results. For example, in Reebok, we managed to grow the category share from 26% to 52% in just two and a half years, which saw it grow to become a top-three sport-style brand in Eastern Europe.”

How have you tailored activation plans to fit specific regional operations for key accounts?

“I had an opportunity to work with global key accounts in multiple regions like Foot Locker, JD, Shoe Palace in North America, ABC Mart, and Atmos in Asia, building activation plans crafted specifically for their areas of operations. By implementing strong brand standards and guidelines, delivering account-specific seasonal go-to-market (GTM) planning, providing support on good/better/best level, and on-time-in-full delivery of campaign tools, we managed to increase shelf space by up to 30% with our key accounts.”

Can you provide examples of your experience in developing and executing omnichannel GTM plans?

“My largest GTM plan and leading cross-functional project were in APAC, when I worked on a comms portal — a digital portal for retail, wholesale, product, and marketing teams to share and manage budgets, products, SMUs, and creative assets supporting the needs of 13 countries! This project alone ensured Adidas’ revenue growth in 2019 by 19%.”

You are now the brand director for an international fitness startup called The Outsider Boxing. What is your day-to-day role?

“My main aim is to create and implement mid-term and long-term growth strategies, operational excellence principles, research and development product strategies, and ensure the business is self-sustaining. During my two years with the team, I have worked to create an entire operational infrastructure and develop a diverse commercial offer. I’ve helped open two gyms, one in Los Angeles and one in Miami, and have hired and trained their teams in both states.”

As an honorary member and judge of BEMA, the global marketing expert community, Vasilev has leveled his experience in marketing and technology, especially in the fashion industry, to not only his success but the success of the companies he works for. With future aspirations to make The Outsider Boxing a regional phenomenon in the United States, Vasilev is proving that dedication and hard work can take people a long way.

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