Adidas Strengthens Its Focus On Female Athletes

Adidas is clearly focused on the modern female athlete, recently employing initiatives to inspire and cater to females interested in sports and fitness. The brand’s latest steps to stay female-focused involve new executive moves.

The brand appointed Nicole Vollebregt as the global head of women’s. According to the brand, she will help drive the female athlete agenda across the business. Adidas also created a new position, global women’s creative director, with Kerry Speake being named to the new role.

Adidas also announced that it will continue to work with Christine Day, the former CEO of Lululemon, as a strategic advisor for its women’s initiative. Day has worked with the brand in an advisory role since 2015.

“Christine definitely shares our vision,” Vollebregt said in a statement. “We see the potential in athletic women leading multidimensional lives fueled by sport and nutrition. Christine really understands this consumer, so we’ve invited her to become a strategic advisor to the brand.”

Vollebregt added, “I think she’s very excited to see that a big brand like ours is so open to input and feedback. She has been instrumental at sharpening our business plan, asking the right questions and helping us develop it in the right way.”

Adidas PureBOOST X Running Sneaker Women's
The Adidas PureBOOST X in multiple colorways.
CREDIT: Courtesy of Adidas

This month, Adidas launched its women’s-only running shoe, the PureBOOST X, its quarterly subscription service, Avenue A, and several social-media-inspired “I’m Here to Create” videos that share the stories of athletes and their dedication to athletics and sports from their perspective.

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