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Feb 19, 2016
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Adidas enlists former Lululemon CEO

Feb 19, 2016

Adidas wants to step up the pace on women's products. The tip of the iceberg in this strategy has recently been revealed with the launch of the 'I'm Here to Create' campaign. From marketing to retail, the three stripes' brand intends to better respond to sportswomen's expectations.

Christine Day - Luvo

In this spirit, according to the Wall Street Journal, Adidas has enlisted the former CEO of Lululemon. Christine Day was at the head of the Canadian yoga-fitness brand between 2008 and 2013, and is working on a consultancy assignment in the women's domain for the sporting goods giant. She still remains CEO of Luvo, a company making frozen ready meals.

Adidas also created a Women division, designed to bring a cross-sectional perspective to the brand, targeting the female clientèle. The division is led by Nicole Vollebregt, formerly Vice-President in charge of marketing at Adidas' style division.

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