In this episode, Gordon Euchler sits down with Tommaso Calzolari, Head of Global Brand Marketing for Motorsports at Adidas, for a wide-ranging conversation about the state of modern marketing, the role of social media and the challenges brands face in creating meaningful connections.
They explore what it’s like to build an entire category from the ground up inside one of the world’s most iconic brands. Furthermore Tommaso shares his journey from agency life in Italy to leading Adidas’ Formula 1 efforts, creating something entirely new while staying true to the brand's DNA.

They dive into why motorsport is more than just the driver, it’s a story of teams, performance, empathy and the power of human connection. Tommaso reveals how he and his team are reimagining how Adidas shows up in motorsport, what makes the Formula 1 ecosystem so culturally relevant today and why it’s critical to always start with how the product connects with the consumer at the point of sale.

Tommaso also reflects on the people who shaped his leadership style and shares personal stories about learning to make tough decisions under pressure. His advice? Get back to basics, build agile teams and never rely on a one-size-fits-all recipe for success.

Tune in for an honest and insightful look at what it takes to lead brands into the future.