Erika is the Global Vice President and General Manager of adidas /// studios (three stripes studios). She is establishing how the world's most iconic sport-lifestyle brand advances the open Metaverse across blockchain, web3 and virtual experiences. Prior, Erika was the Global CMO for adidas originals, collaborations and basketball. As CMO of adidas €XXB lifestyle business, she oversaw a global team of 90+ responsible for establishing strategic direction across marketing & consumer experience including some of the greatest collaborations such as Gucci x adidas, Balenciaga x adidas, and the #1 Hype Drop of all time – adidas originals collab with the Bored Ape Yacht Club, Gmoney and Punks Comics. Her leadership introduced ‘The New Age of Originality’ to adidas — a multi-disciplined portfolio approach to winning a new generation spanning product, experience and services. She set the 3-year vision for the adidas brand’s bourgeoning connection to style credibility, youth culture and the emerging creator culture. Prior to adidas she has had a career spanning fintech, accelerated tech, gaming, action sports, fashion, automotive and advertising. Born in Palm Springs, California, Erika currently resides in Nuremberg, Germany.