NEW YORK, USA // Adena Jones is a social media, content, and influencer marketing leader with two decades of experience building culturally relevant brands through storytelling, strategy, and digital innovation.

She currently serves as Director of Social Media & Influencer at Foot Locker, where she leads the vision and strategy for social media, content creation, community engagement, and influencer marketing across platforms. In this role, she is focused on strengthening Foot Locker’s cultural relevance, deepening brand storytelling, and building a modern social ecosystem that drives both community and business growth.

Before joining Foot Locker, Adena led social and digital content strategy for some of the most recognizable names in sports, media, and consumer brands. Most recently, she served as Digital Content Director for the New York Knicks and New York Rangers, where she oversaw social strategy, editorial planning, and content execution across four seasons including a portion of the historic Knicks championship season.

Adena’s career spans leadership roles at Twitter, Endeavor, SoulCycle, Bleacher Report, ESPN, and NBA TV, where she built and scaled social franchises, launched new brand voices, developed creator and influencer partnerships and led high-performing teams through fast-paced cultural moments. Her work has consistently sat at the intersection of sport, culture, entertainment, and audience behavior—helping brands translate trends into content people want to engage with.

Known for pairing sharp editorial instincts with operational rigor, Adena has built her career on creating bold, insight-driven content strategies that drive relevance, affinity, and measurable growth. She is especially passionate about sneaker culture, sports storytelling, influencer strategy, and helping brands show up in ways that feel both authentic and innovative.

Adena holds a Master of Science in Sports Administration from Georgia State University and a Bachelor of Arts in Print Journalism from the University of Southern California and is a proud member of Delta Sigma Theta Sorority, Inc.