Day has been acting as an adviser to Adidas on retail strategy and collaborations with smaller brands since the middle of last year. Adidas confirmed the hire to MarketWatch. Adidas has also moved marketing executive Nicole Vollebregt to run its women's division.
From her days at Lululemon, Day said she admired some offerings from Adidas, particularly its Stella McCartney line, but noticed there was work to be done.
"The assets they had, they weren't always being fully expressed in the marketplace," she said.
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