About me
“#adidoescode is our transformation, one without a fixed destination. It’s all about creating a culture where people are ready to shine and empowered to grow every day”. Fernando leads and serves the Digital Tech team for adidas, where more than 1000 software professionals across the globe are responsible for designing, building, and running the software that powers the Digital Business for adidas. A business that moved in the last 8 years from 100M€ revenue to 5BN€ in 2022 to be within the top 5 mono-brand e-commerce in the world. Just a step in our journey towards 9BN€ in 2025, where DTC should be 50% of the Company’s revenue. That represents the most challenging and enjoyable task of his career, in a time when the macro-environment has never been so challenging. The tech transformation became a business transformation where all the adidas Departments are embarking on a race for disruption, speed, and nimbleness. He’s a rusty coder, an amateur architect, but mostly a connector and community builder. Obsessed with measurement, feedback cycles, and Continuous Improvement, he has devoted his entire life to building software development teams in Companies such as GFT or HP. He joined Adidas in 2015, first leading Global Software Development and later Platform Engineering. Playing a key role in designing and heading up the creation and setup of the new Software Engineering community that adidas has created across its 7 global tech hubs.
