Show Notes
As a visionary leader, Erika has demonstrated a consistent ability to craft strategies that drive brand growth, cultivate authentic connections with consumers, and seize commercial opportunities.
Currently, Erika serves as the Global Vice President and General Manager of adidas /// studio, orchestrating the end-to-end go-to-market strategy, PNL, and business model for adidas's initiatives in blockchain, web3, gaming, and virtual experiences. Her leadership spans product development, content creation, marketing, and communication strategies, ensuring cohesion across all facets of the brand's initiatives.
Erika's career encompasses over 15 years of experience across industries including action sports, fintech, accelerated tech, fashion, gaming, and advertising, enabling her to cultivate iconic brands that resonate with diverse audiences. Previously, as the Global CMO of adidas originals, collaborations, and basketball, she led a global team of 90+, introducing 'The New Age of Originality,' a portfolio strategy that secured adidas's appeal to a new generation. Under her leadership, groundbreaking collaborations such as Gucci x adidas, Balenciaga x adidas, and the adidas originals collab with the Bored Ape Yacht Club, Gmoney, and Punks Comics emerged, solidifying her legacy in brand development.
In addition to her corporate roles, Erika is a sought-after consultant, speaker, and advisor on topics at the intersection of culture, commerce, and emerging technologies. Her expertise provides valuable insights to organizations navigating these rapidly evolving fields. Erika's mission is to help businesses become a force of positive commercial + social change.
More from The LifeLab
Sean Pattwell is the CEO and Founder of CW8, a global strategic advisory firm operating at the intersection of reputation, geopolitics, capital and emerging technology. I had the pleasure of speaking with Sean on The LifeLab back in 2023 ( episode 15 if you’d like to revisit it), and it felt like the right moment to invite him back to share his perspective on how the global communications industry is evolving, and what the role and responsibility of advisory firms looks like in the age of AI. By way of background, Sean founded CW8 after nearly two decades advising founders, boards, investors and governments as they navigate moments of strategic inflection; from market entry and regulatory pressure to geopolitical risk, public scrutiny and rapid technological change. Sean has also served as Vice Chairman of the European Union Chamber of Commerce in Hong Kong and the Pearl River Delta, covering Macau and Guangzhou. He holds a Master’s degree in Global Diplomacy from the School of Oriental and African Studies at the University of London.
Sanjana Gandhi is a recognized thought leader in tourism and hospitality space with over 15 years’ experience as a management consultant advising governments and private sector organizations in the culture, travel, and tourism industries.
John Linden is the CEO of Mythical Games, a game company focused on building player-owned economies with top game developers and publishers in addition to own portfolioof games (Blankos, NFL Rivals, Nitro Nation, Pudgy Penguins coming soon). Prior to Mythical Games, John was the President of Seismic Games, developer of Marvel Strike Force and Magic the Gathering: Valor’s Reach). Prior to Seismic Games,he was a Studio Head at Activision Blizzard on the Call of Duty and Skylanders franchises.
Majed Al Tahan is the Founder & CEO, International Applications Company (IACO) and the Co-Founder & CEO of Danube Online. He innovated Saudi Arabia's first online grocery shopping service in 2016 in partnership with BinDawood Holding and led the development and operation of e-commerce channels for Danube and BinDawood retail chains in Saudi Arabia. He has played a pioneering role in Saudi Arabia’s e-commerce grocery market. Majed is also the Executive Director of AlTahan Investments where he leads venture capital funding across fintech, healthcare, food production, technology, and media industries. He has founded and advised several businesses and sits on the boards of several companies and is a key figure in the Middle East’s tech landscape.
Jassem “J” Osseiran is an experienced entrepreneur and operational investor based in London. With a deep understanding of global finance gained through his Economics degree at the University of San Francisco, Jassem began his career as a tech venture builder with Rocket Internet in New York. He then shifted his focus to the Middle East and North Africa (MENA), managing media portfolios and founding startups tailored to the region.