In late 2020, in late 2020, Vicky Free joined as adidas’ Senior VP of Global Marketing. Since then, the company under Free has focused on its reach. “Consumers are changing. The definition of sport is changing. The world is completely global and I want us to listen to them,” Free told Vogue Business.
The all-new adidas Ultraboost, the Ultraboost 22, was designed by and for women by analyzing the female foot with data and listening to its consumers and even with its employees.
“Women are part of any business opportunity,” Free says. “You name the category and women are hugely influential, if not driving the purchase decision for the family. In sport, women are changing the game. We just need to find where their needs haven’t been met.”
Learn more about adidas’ investments in women’s sports here.
