How Adidas Is Evolving Dark Social To Stay Ahead Of The Game

Florian Alt is a self-proclaimed “football fanatic” and Adidas “life-timer”. He joined the company 20 years ago and believes both factors are key to his current role as vice-president of global brand communications for its football business. “I have grown up with the three stripes. My dad worked at the company so I never wore any other sports gear and it’s on the doorstep of the city where I come from,” he explains. “And I truly believe in what the brand wants to stand for. The belief of sport having the power to change lives.” During his time at Adidas, Alt has worked across the gamut of marketing disciplines, from retail to brand comms to PR and social. He says his ambition was always to “get to and be where I am now” but that he now feels a desire to push himself and “not become complacent”. Read more at Marketing Week.