Erika Wykes-Sneyd | Vice President of Brand Communications, adidas Originals (Germany)
Erika believes that “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.” We believe that this rebellious optimist will bring a new level of creativity and originality to the DK stage, maybe even take us to another metaverse!
Erika became CMO for Adidas Originals, collaborations, and basketball in January 2021 following a career across fintech, accelerated tech, gaming, sports, automotive, and advertising. Her leadership introduced “The New Age of Originality” to Adidas – a multi-disciplined portfolio approach to winning a new generation-spanning product, experience, and services. Erika’s passion for emerging culture inspired her to establish the one-Adidas initiative – Into the Metaverse – with a focus on the intersection of sport-inspired tableau spanning Web3 spaces, experiences, and collectables (NFTs).
She is a jack of all trades with her interest spanning all the way from human design, system thinking, and organizational strategy to keeping up with new and emerging technologies such as NFTs, blockchain, crypto, and web3. This array of passions Erika holds dear to her heart will pour over the DK stage and into the audience’s curious minds!
Understanding the Web3 Revolution: From NGMI to WAGMI
Web3 is not a marketing activation, but a new, open and democratised way of doing business. In her DK2023 talk, Erika outlines how blockchain technology has led to a paradigm shift in the relationship between consumers, brands and creators because it operates with a different set of values. Using her experience at the global frontier of brand activity in Web3, we will get the chance to learn how to turn customers into true stakeholders with a direct line to the brands they support. If you weren’t sure before, Erika will have you convinced that “We’re All Gonna Make it”.