Mizuno USA Appoints New Vice President of Latin America
by Harper Cornell on July 22, 2013
Rodrigo C. Silveira, former adidas Group Senior Executive, Hired as VP of Latin America to Elevate Brand in the Region
Mizuno USA, a global leader of sports apparel, footwear and equipment, has selected Rodrigo C. Silveira as Vice President of Latin America. Silveira will primarily and initially focus on working with Mizuno’s Brazilian-based regional and long-time industry partner Alpargatas, to build on the significant growth already achieved in that market.
Silveira brings more than 17 years of industry experience with a proven track record of successful financial results and operational excellence to Mizuno. His proven experience driving key business initiatives throughout Latin America, including Argentina, Mexico, Brazil and Chile, was an essential requirement in the final selection process.
“Latin America is a critical piece of Mizuno Corporation’s global brand strategy,” said Bob Puccini, President Mizuno USA, Inc., Chairman, Mizuno Canada, Ltd., and Director of Mizuno Corporation. “Rodrigo’s extensive background, including his understanding of the marketplace and the region’s culture, as well as local business best practices made him the right person for the role, and we are fortunate to have him join the Mizuno team, especially ahead of upcoming major international sporting events in Brazil.”
Prior to joining Mizuno, Silveira held several senior executive roles at adidas Group Latin America where he represented the Reebok brand. These roles included the development of an integrated subsidiary format in three countries and successful negotiation of new distribution agreements in Central America and Caribbean countries. In his latest role as Brand Director Brazil and Argentina -
Reebok, he led the efforts In establishing a stronger relationship with joint venture partners in those markets and in driving the implementation and execution of global processes and key brand initiatives as outlined by the US-based brand headquarters.
Silveira received a Master of Science in Marketing from Escola Superior de Propaganda e Marketing and a Bachelor Degree in Business Administration from Fundação Armando Álvares Penteado, both in São Paulo, Brazil.
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