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Markus Klopfer has been with Adidas since 2015 as Senior Manager Global Consumer Strategy & Insights. As part of the Global Brand Strategy team he takes responsibility for the brand's consumer profiling & segmentation approaches and is a key contact for topics related to consumer journey and consumer-centred design. Together with his colleagues he creates strategic audience profiles for both the brand overall and key categories. Identifying insights & frameworks to establish seamless consumer experiences from product design to activation campaigns is a core function at adidas.

Before joining the Three Stripes he gained profound experience across different categories and industries through his profession as Strategy Director and Client Service Manager at various communication, brand consulting & research agencies. A broad variety of company sizes, from global blue chip brands to family-owned SMEs, can be found on his client list. Markus has studied at the Pforzheim University of Applied Sciences in Germany and has a master degree in Marketing-Communication.

Event role
Case study speaker

Case study

'Anchoring consumer centricity fuels the creation process'

For the Adidas brand consumer centricity and consumer-centric creation is the key enabler for growth and commercial success. It is the brand's defined target to set new standards not only regarding tech innovations but also product and service design. This makes consumer centricity an essential building block of the brand and corporate strategy. In order to get there, Adidas has revamped its structures, KPIs, but first and foremost the overall creation process and the staff’s patterns of thinking about key consumers. During this case study Markus will share an insight into the Adidas way to create an ‘insight to action’ culture in a highly complex, fast-moving industry and how this change comes to life via processes, language and tools.


Saturday, October 7th, 11:30 am

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