Erika Wykes-Sneyd

General Manager & Global Vice President | Innovator in Web3, AI, and Gaming

Erika Wykes-Sneyd is a transformational leader with over 20 years of experience driving innovation at the intersection of culture, technology, and commerce. Currently GM and Global VP of adidas /// Studio, Erika leads the brand's virtual goods initiatives, including the groundbreaking "Into the Metaverse" collaboration that generated $24M in 24 hours. She is pioneering digital collectibles, virtual wearables and community-driven experiences.

Previously, Erika served as Global CMO of adidas Originals, leading collaborations with Gucci, Prada, Pharrell Williams, Beyoncé and driving the resurgence of iconic footwear franchises, including making the adidas Samba the #1 shoe of 2023. Her career spans leadership roles at Uber, Google, PayPal, and PlayStation, where she seamlessly blended brand strategy with emerging technologies.

A sought-after speaker and advisor, Erika has presented at Cannes Lions and Harvard Business School, judged the Clios and AI Fashion Weeks, and been featured in Forbes and Vogue Business. She resides in Germany with her husband and two daughters.