Inside Fashion Marketing by Zalando Marketing Services

Culture isn’t just a brand builder - it’s a commercial growth engine. In this episode, Heike Lari sits down with Thomas Sailer, VP Brand Marketing Central Europe at adidas, to unpack how the global icon turns cultural relevance into measurable business impact.

From DFB World Cup fandom to Japanese wrestling subcultures and the Berlin Marathon, discover adidas' 5-step framework connecting culture, community, and closed-loop retail media.

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In this episode of *Inside Fashion Marketing*, you will discover exactly how artificial intelligence, advanced self-service platforms, and robust first-party data are transforming modern retail media from basic sponsored product listings into a powerful, full-funnel e-commerce growth engine. Host Heike Lari (Director Partner Marketing and Consultancy at Zalando Partner Marketing Services) sits down for a fascinating chat with Diaa Abdallah, VP Tech at ZMS, live from the e-commerce and retail tech hub of Berlin, Germany. Together, they pull back the curtain on how Zalando builds its innovative marketing technology entirely in-house to serve brands across Europe.

Diaa brings over a...

Pinterest turns wedding inspiration into real-world impact - blending cultural insight, creativity, and commerce.

What happens when a heritage brand meets a cultural phenomenon?