Did you know that around 60% of Adidas’ revenue comes through B2B channels?
In this episode of our Shoptalk Europe series, Katie Street sits down with Siddharth “Sid” Roy, Director of Product at Adidas to unpack the huge wholesale engine behind one of the world’s most recognisable consumer brands.
Sid explains how Adidas manages its B2B ecosystem across major retailers, independent stores and digital wholesale platforms, why B2B remains such an important part of the business and how the brand balances wholesale growth with its direct-to-consumer experience.
They also explore how AI is beginning to change retail from the inside out - from natural-language product search and smarter product management to agentic commerce, enterprise AI costs and the challenge of knowing which new technologies are actually worth investing in.
In this episode:
01:23 Sid Roy’s role at Adidas
02:39 What B2B looks like inside Adidas
04:38 How Adidas works with wholesale retailers
06:19 B2B vs B2C product strategy
07:37 Creating retailer-exclusive products
08:30 How product and marketing work together
09:48 Choosing the right retail partners
10:42 Natural-language search in B2B retail
11:16 How Adidas is approaching AI
13:22 Why the end consumer still comes first
15:20 Sid’s biggest Shoptalk Europe takeaways
16:51 Understanding the economics of AI
17:14 Which LLM should businesses use?
18:30 The rise of agentic commerce
19:34 Where AI is getting its retail information
20:20 What’s next for Shoptalk
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Subscribe to the podcast:
Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e
Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981
Connect with us:
Siddharth Roy
LinkedIn: https://www.linkedin.com/in/siddharthroy2010/
Katie Street
LinkedIn: https://www.linkedin.com/in/katiestreet/
Instagram: https://www.instagram.com/streetmate/
Marketing in the Madness
LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/
Instagram: https://www.instagram.com/marketinginthemadness/
