After more than five years at adidas, Sartaj Kadian is stepping into a larger mandate following his role leading performance marketing for the brand. With 12+ years of experience across MENA, CIS, and global markets, he has led full-funnel strategies and cross-channel growth initiatives.
His expanded role signals adidas’ continued focus on digital-first marketing, performance-driven growth, and integrated consumer journeys. Having worked across multiple international markets, he brings strong expertise in scaling campaigns across platforms, optimising media investments, and driving measurable growth.
This move reflects a broader trend in the retail and sportswear industry where brands are investing heavily in:
- Performance marketing
- E-commerce growth
- Omnichannel customer journeys
- Data-driven marketing
- Global-to-local digital strategies
Why this matters: As competition intensifies in the sportswear and lifestyle category, digital marketing and performance media are becoming key growth drivers, not just support functions.
Bottom line: Sartaj Kadian’s expanded role highlights adidas’ focus on scaling digital marketing impact and full-funnel growth across global markets.
