As Adidas’ first-ever global head of women’s business, Nicole Vollebregt is a champion for female athletes and the multifaceted lives they lead. Over the course of her 20-year career at the athletic wear giant, Vollebregt has been the SVP of global marketing and VP of global marketing in the style division. For Vollebregt, keeping Adidas competitive with brands like Nike and Under Armour comes down to tailoring their approach to women while still building off of the brand’s high-performance tech. One example of this strategy is the Pure Boost X running sneaker, which, rather than simply resizing its male counterpart, Adidas completely redesigned based on the shape of the female foot. In 2016, Vollebregt also launched a campaign called “Here To Create,” which features celebrities at the intersection of fitness and lifestyle, including supermodel Karlie Kloss and WNBA player Candace Parker.