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Web3 Has Purpose Built In, With Global VP of Adidas /// Studio Erika Wykes-Sneyd

Erika Wykes-Sneyd joins “Gen C” this week and discusses how her passion for Web3 resulted in her creating the Adidas /// Studio dedicated fully to Web3 initiatives.

February 13, 2023

As a seasoned marketer, Erika’s career prior to Adidas includes PlayStation, Google, Uber and PayPal, where she was at the forefront of launching brands and initiatives that have had a large impact in culture. Her current role at Adidas was one she championed to create by showcasing the value of Adidas having a Web3 strategy. Since she joined, Adidas has executed successful launches such as "Into the Metaverse" and collaborations with Bored Ape Yacht Club, Prada, GMoney and others.

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"Gen C" features hosts Sam Ewen and Avery Akkineni, with editing by Jonas Huck. Executive produced by Jared Schwartz and produced by Adrian Blust, Uyen Truong and Eleanor Pahl. Our theme music is "1882” by omgkirby x Channel Tres with editing by Doc Blust. Artwork by Nicole Marie Rincon.