At the top of the year, Vicky Free will join adidas as senior vice president of global marketing, reports WWD.
Replacing Jocelyn Robiot, who exited a few months ago, Free will oversee and navigate adidas’ commercial and brand success on a global scale by developing compelling consumer brand stories. She has more than 20 years as a data-driven marketer, working at companies such as McDonald’s, Turner Broadcasting, Disney, BET, and Novant Health.
With the new role, she will be based at the activewear giant’s headquarters in Herzogenaurach, Germany.
According to her LinkedIn profile, Free holds an executive MBA from the Kellogg School of Management at Northwestern University and a bachelor’s degree in mass communications from the University of South Carolina.
In recent months, several leading executives have left adidas due to racial turmoil, says WWD. In addition, Marketing Directo reports the activewear giant has faltered financially due to the pandemic.
Nonetheless, Free’s leadership “guided by the core values of innovation, data-driven decision making, collaboration, and strategic diversity and inclusion” is expected to be an asset for the adidas team.