adidas believes that through sport, it has the power to change lives. This is reflected in the way it designs products, creates for athletes, and supports its communities. Vicky Free, Head of Global Marketing at adidas, has taken the helm over the past year to build a brand that relies on authentic, human-centric stories that resonate with consumers while continuing to build sports and lifestyle credibility. Through innovation in products, partnerships and across all dimensions of sport, adidas is focused on creating a better future. In this session, join Adweek and Vicky as she explores the brand’s efforts to use marketing to propel culture forward, its continued commitment to women in sport and its focus on elevating the stories of its diverse communities.