Adidas
Dean Lokes has a rich and extensive work experience in the sportswear industry. Dean has held various leadership roles at adidas, starting as the Global Category Manager for adidas Lifestyle Running in 2000. Dean then became the Global Head of adidas Originals Footwear from 2002 to 2006, where they managed the development of iconic footwear collections. From 2007 to 2010, Dean served as the Global Head of adidas Originals Footwear, Apparel & Accessories, overseeing the creation of high-quality sportswear and lifestyle collections. Dean further expanded their expertise by becoming the Global Vice President of adidas NEO Label Footwear & Hardwear from 2010 to 2015, where they successfully launched a new lifestyle label within the adidas portfolio. Dean's experience also includes serving as the Global Vice President for adidas Football Footwear & Hardwear from 2015 to 2021, contributing to the growth of the football division. Currently, they hold the position of Global Vice President Product for adidas Originals FTW, leading the strategic growth and team culture for the adidas Originals sub-brand. Prior to their time at adidas, Dean worked for New Balance as the European Product Manager and as the UK Technical Representative & Promotions Co-ordinator. Dean also gained retail management experience as a Sports Footwear Retail Manager at Making Traks of Nottingham. Dean's diverse experience showcases their expertise in product management, brand development, and leadership within the sportswear industry.
Dean Lokes attended Fairham Community College, but no information is given regarding the degree obtained or field of study.
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Adidas
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Adidas designs and manufactures shoes, clothing and accessories for athletes, and more recently, Adidas has added a lifestyle category to the brand. They are the largest sportswear manufacturer in Europe, headquartered in Herzogenaurach, Germany, and they are the second largest in the space globally after Nike. Adidas employs more than 59,000 people worldwide. Adidas is guided by their purpose, ‘through sport, we have the power to change lives. Everything they do is rooted in sport - the way the company is run, how it works with partners, how it creates products, and how it engages with consumers. Adidas aims to to include and unite people in sport, and to create a more sustainable world as they strive to expand the limits of human possibilities. Some of Adidas’ best know brands include, among others, Ultraboost, NMD, and Superstar for footwear, and franchises such as the MyShelter Jacket, the Tiro Pant, and the Z.N.E. Hoodie for apparel. Adidas also prides itself on innovation, recently commercializing successes like Predator Freak Vegan, a 100% vegan football boot, and Adizero Adios Pro 2, a high-performance running shoe that has been worn in the breaking of six world records.