Erika's dedication to embracing cultural change and technological disruption underpins her role as the founder and head of the brand's dedicated Web3 team, the adidas /// Studio. Leading this diverse and dynamic team of DeGens, she proudly oversees the development and delivery of all adidas global Web 3.0 activities. Her team works diligently to define the brand's strategy, partnerships, community engagement, activations, and product innovations for the road ahead. In her brief tenure at adidas, Erika has spearheaded the brand strategy, 'The New Age of Originality,' aimed at repositioning the trefoil to capture the premium streetwear consumer market worldwide. Her passion for emerging culture and the open Metaverse has led her to establish the brand's pioneering Web3 roadmap, 'Into the Metaverse,' focusing on the convergence of sport-inspired culture, blockchain, collectibles, and emerging tech. With a career spanning action sports, fintech, accelerated tech, gaming, fashion, automotive, and advertising, there's one common denominator — Erika's deep understanding that the greatest brands are defined by their profound and passionate connection to community, evident in the products and experiences they offer.