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Adidas might sell sneakers and hoodies, but it also sells “dreams and aspirations,” according to its global head of marketing Vicky Free.
“We could make cool ads all day. But we actually want to change the world,” she explained when she joined Adweek during the Cannes Lions Festival of Creativity last week.
In November 2020, Free found herself on a flight from Charlotte, N.C., heading towards the green spruce-tree-bordered town of Herzogenaurach, Germany, to take on the head of global marketing role at Adidas.
This was at the height of the pandemic—just before Covid-19’s second-largest shockwave hit Europe and the U.S.—and
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