107. Consistency Over Chameleons with adidas' Roy Gardner

Declan sits down with Roy Gardner, VP - Brand Activation Europe at adidas, for a masterclass in brand clarity, curiosity, and career longevity.Roy’s journey has taken him across some of the most iconic names in sport and lifestyle, from adidas to Helly Hansen, Leeds United, Reebok, Clarks, and ultimately back to adidas, where he now leads a team of 120 people across four countries.Roy shares why consistency is one of the most powerful marketing tools a brand has, and why “chameleon-ing” across platforms only erodes trust. We explore how sticking to a core message, even while adapting to the nuances of each channel, is essential to building familiarity, integrity, and long-term customer connection.We also dig into Roy’s belief that the best marketers are, above all else, curious problem-solvers. From big strategic challenges to everyday frictions, brands grow when they continuously ask: What is our problem? And what are we going to do about it?If you’re passionate about brand-building, leadership, creative discipline, or shaping culture through sport and storytelling, this is a conversation you don’t want to miss.