Diego Penades

Diego Penades is currently the Expansion and Marketplace Development Director at adidas, where they focus on data-driven strategies to enhance retail networks and identify growth opportunities. With over 20 years of experience in marketplace development and retail expansion, Diego has driven significant achievements, including a 31% YoY growth in Mexico and the establishment of flagship stores in Tokyo's prime districts. Previously, Diego served as Country Manager for Japan and Korea at Mango, overseeing a successful business transition and operational efficiency. Diego holds degrees in Translation and Interpreting from Universitat Autònoma de Barcelona and completed an Asian Studies program at Kansai University of International Studies.