General Purpose

As Senior Director Digital Innovation - Global, you will be responsible for leading adidas into the next frontier of digital technologies and consumer experiences, shaping the innovation agenda across Global Digital and eCom. This role sets the vision, builds a sustainable innovation practice, and ensures that innovation initiatives deliver measurable business and consumer impact.

You will lead a diverse, high-performing team and foster collaborative partnerships across adidas and with the external innovation ecosystem. Your leadership will ensure adidas is positioned as a digital pioneer - identifying, creating, validating, and scaling disruptive digital experiences and business models that unlock growth, strengthen consumer engagement, and secure our future digital leadership.

Key Responsibilities

Innovation Leadership & Strategy

• Define and lead the global Digital Innovation strategy and roadmap, aligned with adidas business priorities.
• Establish a sustainable innovation framework that consistently drives exploration, ideation, prioritization, and delivery of disruptive solutions.
• Ensure innovation efforts span across all sales channels (eCom, Wholesale, Retail, 3rd party platforms) and align with the overall digital transformation agenda.
• Represent adidas as an innovation thought leader internally and externally, shaping the narrative on the future of digital commerce and consumer engagement.

Research, Exploration & Piloting

• Drive exploration of emerging technologies, startups, and industry trends to identify high-potential opportunities.
• Lead the end-to-end innovation pipeline from scouting and business case development through pilots and transition to scale.
• Ensure innovation pilots are strategically prioritized, rigorously validated, and deliver clear business and consumer outcomes.
• Oversee budget allocation and governance for innovation investments, ensuring value delivery and adherence to adidas policies.

Collaboration & Ecosystem Development

• Build and maintain a strong network of internal and external partners including startups, tech companies, incubators, and accelerators.
• Partner with senior leaders across Digital, Brand, Markets, TECH, and Operations to embed innovation into core strategies and roadmaps.
• Serve as a visible ambassador for adidas in the global innovation ecosystem, participating in key industry events and positioning adidas as a partner of choice.
• Drive transparency and alignment through regular communication, case studies, and knowledge sharing across the organization.

People & Organizational Leadership

• Build, lead, and inspire a diverse team of innovation professionals, ensuring succession and future talent pipelines.
• Create a culture of experimentation, safety, and empowerment - encouraging teams to take risks, learn, and scale successes.
• Provide clarity, direction, and measurable targets for the team, aligned with adidas strategy and business outcomes.
• Continuously optimize organizational structures, team workload, and operating models to deliver maximum impact.

Key Relationships:

• Global Digital & eCom Leadership Team
• Global and Market Sales & Brand organizations
• Global IT and Operations
• Group functions (Finance, Procurement, Legal, HR)
• External startups, agencies, accelerators, and innovation leaders

Requirements

Education & Professional Experience

• Master’s degree in Business, Technology, or related field preferred.
• 15+ years of progressive experience in Digital, eCommerce, or Technology-driven environments.
• Proven track record in defining and delivering innovation strategy at global scale.
• Demonstrated success in building new practices, managing large-scale programs, and creating measurable commercial and consumer impact.
• Extensive experience in leading cross-functional and global teams.
• Strong background in agile/lean innovation and piloting methodologies.

Soft-Skills

• Inspirational leader with a passion for innovation and consumer-centricity.
• Strong strategic thinking and ability to translate vision into execution.
• Exceptional communication and influencing skills, with proven ability to engage senior stakeholders.
• Comfortable navigating ambiguity and driving change across complex organizations.
• Thought leader with ability to represent adidas externally and shape the industry dialogue on digital innovation.

Hard-Skills

• Deep understanding of end-to-end digital consumer journeys and platforms.
• Broad knowledge of emerging technologies, digital ecosystems, and innovation methodologies.
• Fluent in English (verbal and written).