Foto Irene edit (1)

Irene Larcher

Senior Director Brand Activation @ Adidas

After graduating in Economics in Milan, Irene has spent the last 20 years in several Multinational Companies operating in various industries like FMCG, Textile and Sporting Goods. She has solid professional experience acquired by covering leading positions in Strategic Marketing, Brand Activation, Digital and Media for companies like Henkel, Beiersdorf, SaraLee and adidas. As of 2015, she has been leading theadidas brand in Italy and is responsible for activating the brand across allconsumer touch points bearing in mind that what counts more is “what the consumer sees”. She is always trying to drive consistency through allcommunication aspects targeting conversion as the final goal. She believes that her job has been fully achieved when the consumer wears adidas. In the last four years she has succeededin increasing adidas advocacy in Italy to the highest level, reinforcing the equity of the brand across consumers.