Global VP Brand Communications
adidas Originals and Core
Born near Lake Como, Alegra spent her childhood growing up between Chicago and Venice, Italy. She graduated in Psychology at Washington and Lee University in Virginia (USA) and began her career in marketing, working in brand communications for Sara Lee Corporation. She then worked for Bang & Olufsen and VF Corporation, to name a few companies, with her most recent position as senior director global brand communications for adidas HQ in Herzogenaurach, Germany. Alegra leads the global marketing team that creates all consumer-facing content for the adidas Originals lifestyle division. She is responsible for the brand’s entire marketing creative campaigns, where Originals strives to challenge cultural and creative boundaries, inspiring consumers to remove all barriers to creativity. Her role also includes the deployment on all channels, including retail, PR, digital and social media. A recent launch: the global adidas Originals Snapchat channel, that took place during the Pharrell Williams Pink Beach launch in LA on May 13th, 2016. She believes that the fundamentals of great marketing lie in courage, creativity and community – all values that lie at the heart of adidas Originals. Alegra lives in Nuremberg, Germany and is also a certified sommelier.