Kadine Hurtado      

Vice President Legal Latin America 

Adidas 

In today’s business environment, it is crucial for the legal team to act as a strategic business partner. Our team is dedicated to providing the essential support needed to achieve the company’s goals and ambitions. We have played a pivotal role in negotiating and finalising significant contracts with athletes, clubs, federations, and brand ambassadors. Additionally, we have taken the lead in advancing the brand protection programme, enhancing its effectiveness in the online world, which earned us recognition at the WTR LIVE Industry Awards as ‘The Latin America Team of the Year.’

In the realm of litigation, we have successfully managed key cases, resulting in substantial savings for the company. We also oversee the social impact pillar across the Latin American market, collaborating closely with vulnerable communities to bring the adidas purpose to life: through sport, we have the power to change lives.

DEI is a cause I am particularly passionate about. As a member of the Senior Leadership Team in Latin America, I actively sponsor gender equality programmes, which include mentorships, training, sponsorships, and allyship initiatives. These efforts are vital for achieving balance and harnessing the full benefits that diversity and inclusion bring to companies.

Operating in Latin America means navigating a VUCA (volatile, uncertain, complex, and ambiguous) environment. In this context, it is essential for the legal team to be proactive and adaptable, recognising that circumstances can change rapidly. Moreover, maximising the use of technological tools is key to streamlining daily tasks, enabling us to focus on strategic issues that generate the most significant impact.