Go-to-Market Leadership
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Go-to-Market Leadership *
54 Charles Street Sell-in Experience / adidas Originals
Global NMD Launch adidas Originals
Global GTM Planning & Framework adidas Originals
This section includes just a few representative case studies; I’m glad to share additional examples and deeper detail as needed
Case Study 1: 54 Charles Street Sell-in Experience - Reinventing Go-To-Market
Approach/Role:
I spearheaded a new GTM model built on immersive, design-led sell-in experiences. Partnering with design, marketing, and sales, I transformed a New York brownstone into 54 Charles Street, a storytelling hub where each room embodied a sneaker franchise. My role:
Reframed the problem: Pushed the team beyond presentations to experiential storytelling.
Concept development: Briefed and partnered with a world-class agency to create the space.
Cross-functional orchestration: Ensured every detail integrated product, brand, and commercial readiness.
Customer engagement: Guided top accounts (Foot Locker, Kith, JD, etc.) through immersive journeys tied to business terms.
Marketing Challenge:
adidas’ wholesale-driven U.S. business was struggling to excite retailers.
Traditional sell-in meetings: PowerPoint decks and product walk-throughs failed to inspire or differentiate. Without a breakthrough, multiple new franchises risked lackluster adoption in the most competitive market.
Business Results:
Widely recognized by wholesale partners as a best-in-class sell-in experience, raising adidas’ credibility in the U.S. market.
Strengthened relationships with key global accounts, many citing it as “the best sell-in in the industry.”
Enabled successful adoption of 6 new franchises at launch, building early momentum in a hyper-competitive environment.
Created a new blueprint for GTM at adidas, proving the value of immersive storytelling in wholesale and influencing how future launches were sold in globally.
“This was by far the best sell-in I’ve ever attended. Industry-leading example.”
James Whitner, Owner - Whittaker Group
Case Study 2: Global NMD Launch - GTM Leadership, adidas Originals
Marketing Challenge
By the early 2010s, adidas Originals was over-reliant on archive “bring-backs,” raising sustainability concerns. ZX Flux was peaking, and the business needed a fresh franchise to stabilize growth.
Approach / Role
I led the global GTM planning for NMD, shaping its entry as both a performance-inspired innovation and cultural icon. My role:
Built a disciplined multi-season roadmap to drive heat while protecting scarcity.
Partnered globally to set allocation guardrails and avoid over-saturation.
Drove cultural demand creation with a five-month pre-launch buzz phase across PR, influencers, and partners.
Launched via an exclusive New York press event, establishing NMD as a cultural/media moment.
Delivered global rollout toolkits to align 40+ markets on storytelling and execution.
Business Results
Widely celebrated as adidas’ most successful launch at the time.
100% global sellout on first drops, unprecedented for an inline sneaker.
Drove Cannes award-winning adidas Originals Future campaign.
Helped rebalance the Originals portfolio, reducing overreliance on ZX Flux in key geographies
Continues to be cited internally as an industry-defining launch playbook.
Case Study 3: Global Seasonal GTM Framework – adidas Originals
Marketing Challenge:
adidas Originals was scaling rapidly, but silos between product, marketing, and sales created misalignment. Marketing often entered too late to shape consumer-first storytelling. Seasonal launches risked fragmentation.
Approach/Role
I built and institutionalized the first integrated global GTM framework for Originals, aligning 100+ stakeholders to one seasonal roadmap. My role:
Designed an 18-month planning cycle linking design kick-off through sell-in.
Led transformation of sell-in from static decks to immersive, design-led experiences (ex: 54 Charles St).
Drove cross-functional alignment across global teams in merchandising, design, sales, and marketing.
Ensured marketing insights fed product strategy upstream, not just execution downstream.
Business Results
Delivered a repeatable GTM model still in use today, driving sustained growth (+40% during period).
Elevated Originals’ sell-in into an industry benchmark.
Increased market-adoption rates by +30%
Strengthened partner buy-in, ensuring more effective launches across wholesale and DTC.