Adidas turns to ex-Lululemon boss to appeal to the ladies

Adidas has hired former Lululemon chief executive Christine Day to improve its womenswear's performance.

Adidas is supporting its women athletes in the latest campaign
Adidas is supporting its women athletes in the latest campaign

The sports brand moved marketing executive Nicole Vollebregt to run its women’s division and she has been consulting with Day on turning around the women’s department, according to The Wall Street Journal.

Day has been acting as an adviser to Adidas on retail strategy and collaboration with smaller brands for a number of months. 

Under Day’s leadership, yoga-wear brand Lululemon helped turn women’s sportswear into everyday fashion. 

Puma declared following its results this week that the ‘future is female’ and added "athletic wear is turning into fashion as women have increasingly combined sportswear and sports-inspired pieces into their daily outfits".

Day reportedly initially "rebuffed" Adidas a number of times before being won around to the idea of a consultancy job. Day is full-time chief executive at frozen-food company Luvo.

Adidas is in the process of an overhaul after facing falling sales in the US market, which is the world’s largest sportswear market. 

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).