Erika Wykes Sneyd Profile

Erika Wykes Sneyd serves as the Global Vice President and General Manager of adidas /// studios (three stripes studios), the division dedicated to driving the iconic sport-lifestyle brand’s ventures into the open Metaverse. Her work encompasses blockchain, web3, gaming, and virtual experiences, placing adidas at the forefront of the intersection between sport, technology, and lifestyle.

From CMO to Innovator

Before her current role, Sneyd was the Global CMO for adidas Originals, collaborations, and basketball. She managed a global team of over 90 individuals responsible for setting the strategic marketing direction. Her tenure saw partnerships that captured the world’s attention, including collaborations with Gucci and Balenciaga, and the #1 Hype Drop of all time—adidas Originals’ joint venture with the Bored Ape Yacht Club, Gmoney, and Punks Comics.

The New Age of Originality

Sneyd’s leadership introduced what she dubs ‘The New Age of Originality’ to adidas. Her strategic vision for the next three years aims to strengthen the brand’s ties to style credibility, youth culture, and the emerging creator community.

A Career Defined by Community

In a diverse career that spans action sports, fintech, accelerated tech, gaming, fashion, automotive, and advertising, Sneyd brings a unique commonality—her deep understanding of how iconic brands build and maintain a passionate connection to their community. This connection is solidified through the products and experiences they offer.

Born in Palm Springs, California, Sneyd now resides in Nuremberg, Germany. She lives by the philosophy, “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.”

Erika Wykes Sneyd’s multifaceted expertise and passion for community make her a defining force in shaping the future of sport-lifestyle brands in the digital age.