Carly Tatibouet

Spearheaded creative vision, brand storytelling, and product strategy for Adidas' $7B Global Sportswear division, delivering 2x YoY category growth through breakthrough design, content, and cultural resonance. Directed end-to-end creative operations across 120+ global employees, spanning design, brand, digital, and marketing functions in a high-velocity operating model. Oversaw global 360° campaigns including Liquid Billboard and theJenna Ortega campaign—the #1 most-watched in Adidas history, driving double-digit Gen Z engagement, earned media value, and online conversion. Launched ALTS by Adidas, the company's first Web3 ecosystem, pioneering tokenized avatars, digital fashion ownership, and a blockchain-powered community hub. Created blockchain-based token-backed virtual goods. Created seamless customer acquisitions in test-and-learn innovation. Retail design and creative direction for 300 China stores and our global fleet. Concepted the first interoperable and customizable virtual avatar to create seamless shopping experiences whereby your avatar would show up in fitting room mirrors, on your app, or in your video games—building a unique and distinct future-led identity. Designed intuitive wallet onboarding flows that reduced drop-off rates by 48% and increased participation by 130K+ users, reinforcing Adidas' leadership in digital experiences. Integrated AI and Unreal Engine into product and campaign development processes starting in 2022, cutting time-to-market and elevating concept creation across teams. Championed interoperable avatar ecosystems, securing Adidas' position as the #1 brand on blockchain (2022–2023) with consistent innovation across emerging platforms. Delivered a unified consumer experience through cultural campaigns and experiential rollouts that positioned Adidas at the forefront of creativity, technology, and youth culture.

Drove double-digit YoY revenue growth across Women's Training, Tennis, and Running by aligning deep product storytelling with data-driven consumer insights and regional market demands. Launched performance-first apparel like Epic Lux and Legendary, repositioning Adidas to directly compete with category leaders like Lululemon and reclaim market share among performance-driven female consumers. Developed and launched the global "Impossible is Nothing" narrative platform— unifying subcategory marketing, amplifying inclusion, and significantly increasing female representation in sport across campaigns and product lines. Directed the award-winning Liquid Billboard campaign, a Middle East-first activation blending performance and cultural inclusion, recognized by Cannes Lions and the One Show for innovation in experiential marketing. Executed global brand strategy for Olympic activations, Women's Football, and Training lines, driving visibility and consistency across North America, Europe, and key growth markets in MENA and APAC. Produced high-profile athlete and cultural partnerships, including localized storytelling initiatives that elevated brand perception and expanded market share among Gen Z and Millennial consumers. Led all visual and narrative development for Specialist Sports collections, resulting in strong gains in brand preference and 30%+ growth in key markets including the Middle East and Southeast Asia. Delivered creative strategies that fueled increased engagement rates across digital platforms and helped drive a 15% lift in conversion across women's performance product pages globally.

Co-founded and scaled Satisfy Running, a premium direct-to-consumer running brand fusing performance innovation with avant-garde fashion, building a global cult following across Paris, Tokyo, and Los Angeles. Developed and executed brand identity, creative direction, and omnichannel marketing strategy, positioning Satisfy as a category disruptor with a hybrid of luxury performance design and raw subculture storytelling. Built and led cross-functional teams spanning marketing, eCommerce, creative, and community across key global hubs, driving operational growth and international expansion. Achieved 280% DTC growth over two years, powered by elevated digital content, community activations, and culturally resonant collaborations. Directed global campaigns and collaborative activations with artists, athletes, and musicians—including the Berlin Marathon Capsule—resulting in features in Hypebeast, GQ, Highsnobiety, and global retail partnerships. Established and scaled grassroots community marketing programs that deepened brand affinity and accelerated organic growth, contributing to a 5x increase in social engagement and repeat purchase rates. Cemented Satisfy's reputation as a leader in emotive storytelling and performance driven design, influencing the broader evolution of fashion-forward sportswear in global markets.