LifeLab Episode 19 -Erika Wykes Sneyd, Global VP & GM, Adidas /// Studio

As a visionary leader, Erika has demonstrated a consistent ability to craft strategies that drive brand growth, cultivate authentic connections with consumers, and seize commercial opportunities. Currently, Erika serves as the Global Vice President and General Manager of adidas /// studio, orchestrating the end-to-end go-to-market strategy, PNL, and business model for adidas's initiatives in blockchain, web3, gaming, and virtual experiences. Her leadership spans product development, content creation, marketing, and communication strategies, ensuring cohesion across all facets of the brand's initiatives. Erika's career encompasses over 15 years of experience across industries including action sports, fintech, accelerated tech, fashion, gaming, and advertising, enabling her to cultivate iconic brands that resonate with diverse audiences. Previously, as the Global CMO of adidas originals, collaborations, and basketball, she led a global team of 90+, introducing 'The New Age of Originality,' a portfolio strategy that secured adidas's appeal to a new generation. Under her leadership, groundbreaking collaborations such as Gucci x adidas, Balenciaga x adidas, and the adidas originals collab with the Bored Ape Yacht Club, Gmoney, and Punks Comics emerged, solidifying her legacy in brand development. In addition to her corporate roles, Erika is a sought-after consultant, speaker, and advisor on topics at the intersection of culture, commerce, and emerging technologies. Her expertise provides valuable insights to organizations navigating these rapidly evolving fields. Erika's mission is to help businesses become a force of positive commercial + social change.