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A committed athlete who has completed an Iron Man triathlon, Runau brings a similar level of dedication to his work for Adidas. In total he has spent more than two decades with the sporting giant, helping the German giant navigate its way to the number two position in the global sporting market, after its blockbuster merger with Reebok in 2006. Runau has held numerous PR roles at Adidas, and now oversees all corporate PR and internal communications for the group and its brands, including Reebok. A journalism graduate, Runau worked at several German newspapers before joining Adidas in 1991.
Can you share a moment in your career when you saw PR's direct impact on business performance?
When launching the first intelligent running shoe with a one-page exclusive in the New York Times that was picked up by media around the globe. The shoe sold out instantly.
What do you love about this industry?
Seeing the result of your work each and every year.
What most frustrates you about this industry?
Internal friction.
What are the communications industry's biggest challenges and opportunities?
Digitalization.
How do you relax or change pace when you're not at work?
Sport.
Can you share a book/movie/TV show/podcast that teaches a valuable lesson about PR?
Theatre: Feelgood (about Tony Blair and his spin doctor Alistair Campbell).
If I wasn't working in marketing/communications, I would be...
Teaching tennis to kids.
Intelligence and insight from across the PR world.
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