Image of Erika Wykes-Sneyd

Erika Wykes-Sneyd
VP of adidas /// Studio (Three Stripes Studio)

BUBENREUTH, GERMANY // Since joining adidas in January 2021 as VP of adidas Originals, Basketball and Partnerships, Erika’s dedication to embrace cultural change and technology disruption underpinned the move to her current role as founder and head of the brand’s dedicated Web3 team, the /// Studio.

During her short time at adidas so far, Erika spearheaded adidas’ brand strategy, ‘The New Age of Originality’ – which sets the vision for the ever-expanding portfolio across originals, partnerships and basketball, whilst growing the brand’s connection to fashion, youth and culture. Erika’s passion in emerging culture and the open Metaverse inspired her to establish the brand’s pioneering Web3 roadmap - Into the Metaverse - with a focus on the intersection of sport-inspired culture, Web3, collectables and NFTs.

In a career spanning action sports, fintech, accelerated tech, gaming, fashion, automotive and advertising, there’s one common denominator — Erika's understanding that greatest brands are bound by a deep and passionate connection to community, proven by the product and experiences they offer.