At Adidas, I held senior marketing roles in Foot Locker Retail Marketing and Originals Brand Marketing.

In the Sports Lifestyle category, Adidas Originals lost significant market share to Nike, a brand perceived as more progressive in product and marketing.

I led the cultural insights, brand strategy, and consumer engagement plan that revived our credibility with high-profile collections like NBA Superstar, End-to-End, Run DMC, and the Jam Master Jay Collection.