Culture isn’t just a brand builder - it’s a commercial growth engine. In this episode, Heike Lari sits down with Thomas Sailer, VP Brand Marketing Central Europe at adidas, to unpack how the global icon turns cultural relevance into measurable business impact.

From DFB World Cup fandom to Japanese wrestling subcultures and the Berlin Marathon, discover adidas' 5-step framework connecting culture, community, and closed-loop retail media.

Check out our website for more insights and resources.

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