The mission of BECA aligns with my personal passion to open channels of opportunity for people of color as cultural change agents through branding, marketing, and experience design.

Vicky Free Sistrunk

Founding Member SVP, Global Brand Marketing, adidas

Vicky Free Sistrunk is a proven expert in brand strategy, digital media, integrated marketing, branded content, consumer insights, and business analytics across various consumer-centered industries. She is the Senior Vice President of global brand marketing for adidas based in Herzogenaurach, Germany. In this role, Vicky has the global responsibility to lead and steer adidas’ commercial and brand success through developing and delivering compelling purpose-driven consumer brand stories. With more than twenty years of B2B and B2C experience, Vicky has developed strategic, innovative and results-driving campaigns for best-in-class global brands across many consumer-centric industries. Vicky has built a reputation as a bold, general management leader with solid business acumen rooted in a culture of innovation, data-driven decision-making, and collaborative relationships to deliver enterprise-wide impact.

A North American native, Free holds an executive MBA from the Kellogg School of Management at Northwestern University and a Bachelor’s degree in Mass Communications from the University of South Carolina. She is actively involved in many professional organizations and has earned leadership certifications from UCLA’s Anderson Graduate School of Management & Harvard University.

Vicky is a member of the board of directors for PromaxBDA, The University of South Carolina’s advisory board for the College of Information and Communications and a member of the board for the Urban League of Central Carolinas. As a champion for strategic diversity and inclusion, Vicky has played key roles in establishing and advocating business resource groups as valuable growth engines for business strategy. She is a member of the Executive Leadership Council and has been recognized by various media publications and organizations for her executive leadership and marketing expertise. Vicky and her husband, Christopher Sistrunk, are the proud parents of Symba, a four-legged, sweet-spirited fur baby.