Erika Wykes Sneyd
Erika Wykes Sneyd Bio
Erika Wykes Sneyd serves as the Global Vice President and General Manager of adidas /// studios (three stripes studios), the division dedicated to driving the iconic sport-lifestyle brand’s ventures into the open Metaverse. Her work encompasses blockchain, web3, gaming, and virtual experiences, placing adidas at the forefront of the intersection between sport, technology, and lifestyle.
From CMO to Innovator
Before her current role, Sneyd was the Global CMO for adidas Originals, collaborations, and basketball. She managed a global team of over 90 individuals responsible for setting the strategic marketing direction. Her tenure saw partnerships that captured the world’s attention, including collaborations with Gucci and Balenciaga, and the #1 Hype Drop of all time—adidas Originals’ joint venture with the Bored Ape Yacht Club, Gmoney, and Punks Comics.
The New Age of Originality
Sneyd’s leadership introduced what she dubs ‘The New Age of Originality’ to adidas. Her strategic vision for the next three years aims to strengthen the brand’s ties to style credibility, youth culture, and the emerging creator community.
A Career Defined by Community
In a diverse career that spans action sports, fintech, accelerated tech, gaming, fashion, automotive, and advertising, Sneyd brings a unique commonality—her deep understanding of how iconic brands build and maintain a passionate connection to their community. This connection is solidified through the products and experiences they offer.
Born in Palm Springs, California, Sneyd now resides in Nuremberg, Germany. She lives by the philosophy, “Organizations don’t exist. People bound by ideas do. It’s our originality that unites us to our identity, passions, causes, each other, and brands.”
Erika Wykes Sneyd’s multifaceted expertise and passion for community make her a defining force in shaping the future of sport-lifestyle brands in the digital age.
Erika Wykes Sneyd Current Work
- Adidas Global Vice President & General Manager
- Salesforce Advisor, Salesforce Web3 Studio
- RIVET Advisor
- Huckleberry Studio Advisor and Investor in female founders
Erika Wykes Sneyd Previous Work
- Adidas Global Vice President Marketing, adidas Originals, Basketball and Collaborations Jan 2021 - Oct 2022
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PayPal Head of Global Brand Marketing May 2019 - Nov 2020 - Uber Head of Brand Relevance Apr 2017 - May 2019
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Google Group Director, The Zoo & Emerging Business Development May 2014 - Apr 2017 - Playstation Global Brand & Product Marketing, Sr. Manager Jun 2011 - May 2014
- Saatchi & Saatchi Head of Action Sports Brand & Partnerships / Toyota Motor Sales, N.A. Dec 2008 - Jul 2011
- Rock & Republic Director of Marketing and Partnerships May 2007 - Dec 2008
- Boeing Information Technology, Data Migration Sep 2001 - Sep 2003
Erika Wykes Sneyd Education
- Harvard Business School Executive Education, 2017 - 2018
- Chapman University, Business Administration, Business Marketing & Management,
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