Shelley Valenzuela
Shelley Valenzuela is Senior Manager, Wholesale Marketing Branded Environments at adidas, where she oversees the development and execution of branded retail experiences for major wholesale partners throughout North America. Her work bridges strategy, design, production, and implementation, ensuring creative concepts are successfully translated into compelling consumer experiences. Shelley brings more than two decades of experience across adidas, Nike, and leading retail organizations, with expertise in retail concepts, fixture development, project leadership, and visual merchandising. Known for building strong cross-functional partnerships and guiding complex programs from concept through installation, she is passionate about creating environments that elevate brand storytelling and connect consumers to sport and culture in meaningful ways.
Thursday Oct. 8
ONE GLOBAL MOMENT, MANY RETAIL EXPERIENCES: BRINGING THE WORLD CUP TO LIFE WITH ADIDAS
Major global sporting moments create extraordinary opportunities, and equally complex retail challenges. This session will go behind the scenes of adidas’ recent World Cup activations, revealing how a shared creative vision was translated into compelling experiences across multiple retailers, store formats and levels of scale. From oversized dimensional icons and immersive storytelling to flexible, repeatable fixture systems, the presentation will explore how design, development, engineering, production and installation worked together from the earliest concepts through final execution. Attend this presentation to discover how strong partnerships, integrated problem-solving and scalable design thinking can transform a single global campaign into distinctive retail experiences that build anticipation, invite participation and bring fans closer to the game.
Sponsored Session: The Bernard Group
Takeaways:
• Understand how to translate one global campaign into various cohesive experiences
• Discover the importance of collaboration between brand, design, engineering and production
•Learn strategies for balancing bold experiential moments with scalability and budget