Erika Wykes-Sneyd is a visionary brand architect and Global CMO operating at the intersection of culture, commerce, and emerging technology.

During her tenure at adidas, she served as the Global CMO for Originals, Collaborations, and Basketball, where she orchestrated the brand’s most iconic cultural moments, from the global resurgence of the Samba to industry, defining partnerships with Bad Bunny.

A pioneer of the „new economy,“ Erika also founded and led the adidas gaming and virtual goods business unit, building its entry into the $321B virtual market from the ground up.

Today, she translates her track record of scaling cultural credibility for global giants like Google, Uber, and PlayStation into strategic board roles at tonies and Rivet.

Meet this leading voice and learn how brands can navigate the leap from traditional commerce to community-driven, tech-enabled experiences at MACHN26.