Carly Tatibouët
Cambridge,MA
Summary
I'm a passionate and innovative leader who thrives on building brands that resonate with people. With over two decades of experience across the footwear and lifestyle industries, I've led global teams to deliver category-defining growth, achieving double-digit increases in revenue, launching award-winning campaigns, and creating products that spark joy while driving profitability. As SVP at Adidas, I built a $7B business unit from the ground up, leading cross-functional teams to develop innovative products and experiences. I spearheaded partnerships with Disney, Marvel, and Roblox, the latter engaging 200M monthly visitors. I've driven sustainability efforts, such as integrating Parley Ocean Plastic and creating the world's first bioplastic athletic kits. Known for empowering teams and challenging boundaries, I build strategies and experiences that consumers love to live in every day while setting new standards for the industry.
Overview
16
16
years of professional experience
1
1
Certification
Work History
Senior Vice President, Global Sportswear & Creative Director
Adidas
08.2021 - Current
- Business Launch & Growth: Built Adidas's first new label in 50 years, achieving $7B in annual revenue through innovative segmentation, channel strategy, and category-defining product and marketing strategies
- Team Leadership: Led global team 100+ in USA, Vietnam, Indonesia, Germany across design, engineering, marketing, and product, fostering collaboration and delivering on high-impact goals
- Cross-Functional Collaboration: Across business units and countries to align on shared priorities
- Brand SLT Member: Chosen to be part of global leadership driving the strategic planning and resolving complex challenges such as channel strategy and brand identity
- Award-Winning Campaigns: Directed the Jenna Ortega campaign, Adidas's second most-viewed campaign in history, and drove cross-industry collaborations with Disney, Marvel, and Lego
- Digital Transformation & Emerging Tech: Launched Adidas x Roblox, attracting 200M monthly users
- Sustainability Innovation: Drove initiatives including implementation of Parley Ocean Plastic and Adidas's first 3D designed products, reducing waste by 80%
- Championed Tech Integration: AR, VR, and AI across product creation and marketing pipelines
Vice President & Creative Director, Specialist Sports
Adidas
05.2020 - 08.2021
- Market Expansion & Product Growth: Delivered consistent double-digit growth, including +70% growth in Tennis and +40% across Specialist Sports
- New Product Development: Built in brand start-up Cycling (Velosamba, Road Boa, Spinning), and launched new footwear franchises across high-growth categories: Weightlifting (The Total), and Tennis (Women's Avacourt)
- Sustainability Initiatives: Transitioned 100% of the business unit to recycled polyesters or Parley Ocean Plastics, earning recognition as the most sustainable BU in the brand
- Innovation: Created the world's first bioplastic based athletic performance kits for tennis
- Brand Moments Success: Directed product and campaign strategies for the Tokyo Olympics, Boston Marathon, and Marvel collaborations, driving brand engagement through culturally resonant collections
- Team Empowerment: Led HR initiatives including a global talk on team happiness, achieving the highest satisfaction score in the company's NPS survey
- Operational Excellence: Led 3d end to end product creation implementation and reduced GTM timing by 80%
Co-Founder & Chief Merchandising/Chief Marketing Officer
Satisfy Running
04.2015 - 05.2020
- Brand Vision & Market Positioning: Founded Satisfy Running, a premium performance brand blending lifestyle and technical innovation ahead of the athleisure trend, achieving 200% annual growth
- Sustainability & Textile Innovation: Developed proprietary materials like TechSilk and CloudMerino, utilizing sustainable practices such as OEKO-TEX-certified textiles and no-sew garment construction
- Global Partnerships & Sell-In: Directed strategies with leading retailers including SSENSE, Mr Porter, Lane Crawford, and Selfridges, driving consumer engagement and increasing sales velocity
- Merchandising Strategy: Worked on site with key partners to co-create ideal merchandise plans.
- End-to-End Leadership: Managed the full P&L, from product development to go-to-market strategies, ensuring profitability and sustained growth
- Evaluated Market Trends: to identify emerging opportunities and inform strategic decision making
Design Director, Men's & Women's Apparel Design COE
Nike Inc.
12.2011 - 03.2014
- Category Turnaround: Revitalized the Women's Training category, aligning product innovations with consumer demands and achieving growth in a competitive sector
- Global Product Direction: Led trend forecasting and product strategy for Nike Flashpack innovation in reflective treatments across footwear and apparel, and Sochi Olympics, delivering market-defining collections
Director of R&D
Coach Inc.
11.2008 - 12.2011
- Product Innovation: Led the development of Coach's iconic Carly bag and revitalized stagnant product lines, increasing profitability and brand relevance
- Brand Creation: Founded and launched the Reed Krakoff label as an in brand start-up, generating $14M in revenue, and elevated Coach's market presence through partnerships with Le Bon Marché and Isetan
Education
Executive MBA -
MIT Sloan School of Management
Cambridge, MA05.2025
Associate of Applied Science - Merchandising
Fashion Institute of Technology
New York, NYBachelor of Science - Design & Technology
Purdue University
Skills
- Leadership & Talent Development: Building and empowering high-performance global teams
- Global Product Strategy: Comprehensive roadmap development and market analysis
- Merchandising Strategy: Consumer insights-driven product assortments and retail solutions
- P&L Management: Driving revenue growth, cost optimization, and operational efficiency
- Product Innovation: Expertise in lifecycle development, material innovation, and sustainability
- Digital Transformation: Pioneering AR, VR, AI, Web3 integration into product and marketing
- Customer Experience Design: Tailored journeys that enhance brand engagement and loyalty
- Cross-Functional Collaboration: Bridging product, marketing, and operations for seamless execution
- Brand Partnerships: Leading collaborations with global brands like Disney, Marvel, and Roblox
- Market Expansion: Successful entry into competitive international markets and growth initiatives
- Operational Agility: Expertise in resource allocation, supply chain integration, and time-to-market
- Storytelling & Brand Development: Crafting compelling narratives to connect with diverse audiences
- Sustainability Leadership: Implementing innovation and circular design principles
- Data-Driven Decision Making: Leveraging analytics for forecasting, trends, and inventory planning
- Omni-Channel Growth: Digital strategy leadership including DTC, eCommerce, and physical retail
Advisory Roles
- Vice President, VC & Startups, MIT Sloan School of Management, 2023-01-01, Present
- Advisor, C10 Accelerator - Titanpay.ai, Summer 2024.
- Supervisory Board Member, Franconian International School, Bavaria, Germany, 2022-01-01, Present. Finance & Governance K-12.
Affiliations
- Paris College of Art, Paris (2014-2016) Instructor, Marketing, Trend Forecasting
- Instituto Marangoni, Paris (2014 – 2016) Adjunct Professor, Merchandising, Buying, Marketing, Trend Forecasting
Certification
MIT- Entrepreneurship & Innovation
May 2025 specialization in MBA program
Interests
Hobbies: Photography, Running, Sailing, Mentoring Emerging Leaders
Timeline
Senior Vice President, Global Sportswear & Creative Director
Adidas
08.2021 - Current
Vice President & Creative Director, Specialist Sports
Adidas
05.2020 - 08.2021
Co-Founder & Chief Merchandising/Chief Marketing Officer
Satisfy Running
04.2015 - 05.2020
Design Director, Men's & Women's Apparel Design COE
Nike Inc.
12.2011 - 03.2014
Director of R&D
Coach Inc.
11.2008 - 12.2011
Executive MBA -
MIT Sloan School of Management
Associate of Applied Science - Merchandising
Fashion Institute of Technology
Bachelor of Science - Design & Technology
Purdue University
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