Stijn Bannier

For global brands scaling operations into new markets, adapting to regional preferences and local processes is critical. Success cannot be achieved by throwing a blanket over diverse customer groups. An overarching global strategy is key to any broad, large scale expansion programme, but it must be coupled with a deep understanding of regional dynamics and engagement behaviours. Navigating this complexity is anything but simple, but for the brands that get it right, competitive advantage awaits. It is this promise that sparked a digital and cultural transformation within the customer service function at adidas.

In an era where personalisation defines brand loyalty, adidas has cracked the code on delivering tailored customer experiences across multiple markets. By balancing a global strategy with local precision, the brand has mastered the art of scaling personalisation without losing regional relevance. In this session, Stijn Bannier will take a deep dive into how the change initiative took shape, breaking down the role AI is playing in the transformation, the procedures adidas have in place to avoid technological missteps, the moments when they needed to course-correct their approach, and so much more.