JOSE BRASA ROMERO

Mastering Brands, Igniting Growth

Brand Marketing Strategist | 15+ Years in Brand Management & Activation

“Marketing’s job is to connect the company’s values and purpose to the consumer’s heart and mind”
— Seth Godin

About Jose

Elevating Brands Through Strategic Vision and Bold Activation

Global marketing executive in sporting goods & lifestyle fashion, blending brand innovation with cultural relevance to drive omnichannel growth.

15+ years leading high-impact campaigns and “sport meets culture” initiatives that deliver measurable business results.

Collaborative change agent and team builder, known for cross-functional leadership, global stakeholder management, and developing high-performing teams.

Passionate about digital acceleration, Gen Z engagement, and community building to fuel brand momentum and business impact.

Career Highlights

adidas Iberia - Head of Football

Lead of the Iberia Football organization (2013-2016), e2e product and activation strategy development and execution with full P&L responsibility (>100mio).

  • Achieved MS leadership in 2014 by implementing data driven business management solution (SO dashboard, volume allocation process),

  • Enhancing brand presence throughout increasing regional brand SpoMa partners and activation: >40 clubs & >20m euro NS

  • RFEF long term contract renewal

adidas Europe - Head of Football Brand Activation

Leading the European Football Activation department (2016-2019), steering the global | local organization to land an European FTB activation footprint, including GtM calendar, budget and activation tools.

  • +35% increase in traffic and +18% in footwear sales for .com through digital partnerships;

  • NPS leadership in 2017 thanks to the ideation and implementation of TANGO LEAGUE community program;

  • Retail domination through FTW wall transformation (>3.000 doors)

adidas Global - Head of FTB Partnerships Activation

Head of Partnerships Activation department (2019 - 2024), leading the 360° activation for top football partners with €12M annual budget (Clubs, Federations, UEFA and FIFA competitions).

  • +35% YoY NS through lifestyle trend activation

  • Sport x culture: “Humanrace FC”, 1st ever cross A-clubs campaign feat. Pharrell Williams

  • Real Madrid x Y3, driving 4× higher PR/social reach

  • GenZ: WC22 Fed kits launches – 4X PR and social reach vs WC18

  • WWC23: most liked post in adidasfootball. 4xNS volumes

adidas LAM - Head of Merchandising

Lead the LAM Merchandising team, bringing to life the ranging, pricing and assortment processes for all categories. Focus on maximizing efficiency and commercial return in strict collaboration with the regional and local teams.

  • F4G - Freedom in a frame: country range optimization (20%), 400h reduction in range adjustments and interaction

  • AI tools and Power BI scale: change agent introducing AI and ML algorithms to analyze consumer data and trends to identify range opportunities.

Crafting and steering end-to-end strategies that transform visions into market dominance.

From insightful brand management to high-impact activations, I’ve driven growth for global players by blending creativity, data, and flawless execution.

COMMERCIAL DEAL MODEL - FOOTBALL CLUBS IBERIA

Designed and scaled an alternative commercial partnership model to grow adidas’ football club presence beyond traditional sponsorships.

  • Owned the end-to-end design, financial framework and club negotiations for the new commercial model.

  • Adopted by 40+ clubs across Spain

  • Generated €20M+ in seasonal net sales

  • Established a scalable alternative to traditional sponsorship models.

SPORT MEETS FASHION - REAL MADRID * Y3 COLLABORATION

Brought fashion-grade storytelling into football through Real Madrid’s first season-long Y-3 on-pitch kit.

  • Directed the creative approach and execution standards, ensuring authenticity across football and high-fashion ecosystems.

  • Delivered the highest share of search for adidas in 2022

  • Set a new benchmark for high-end fashion execution in football

WOMEN WC23 - GLOBAL BRAND AND TOURNAMENT ACTIVATION

Led adidas’ global Women’s World Cup activation, aligning brand ambition and football execution across markets.

  • Global project lead coordinating Women’s Brand, Football Activation and host-country teams.

  • Delivered an integrated brand and tournament activation at World Cup scale

  • Owned content and toolkits for kits, match ball and on-pitch products

  • Balanced global direction with local execution, with focus on Pacific host markets

PREDATOR BOOTS RELAUNCH - GLOBAL PRODUCT CAMPAIGN

Elevated adidas Football’s flagship performance boot through a bold, cinematic relaunch beyond on-pitch storytelling.

  • As interim global lead, championed a disruptive creative direction and secured senior leadership alignment.

  • Introduced a new narrative-driven approach for performance product launches

  • Drove a step-change in creative ambition for football performance storytelling

  • Established a creative blueprint adopted in subsequent campaigns

SPORT MEETS CULTURE: HUMANRACE (A-clubs and Pharell Williams)

Delivered a high-complexity global product launch uniting adidas’ five A-clubs and Pharrell Williams under a single creative and activation platform.

  • Led the launch strategy, creative development and multi-stakeholder alignment across clubs and global partners.

  • PR impact at scale across sport, culture and streetwear media

  • Sold out in 24h with a 3× traffic spike vs standard launchesKey Contributions

TANGO LEAGUE - GLOBAL FOOTBALL COMMUNITY PLATFORM

Introduced a new, community-first way for adidas Football to engage youth culture beyond traditional football formats.

  • Conceived and led Tango League from initial idea to global rollout as adidas Football’s flagship community platform.

  • Scaled from 5 European cities to 20+ markets globally

  • Achieved #1 Net Promoter Score in Football (2017)Key setting a benchmark for community-led brand marketing

SPORT MEETS YOUTH - WC22 FED KITS LAUNCH

Reframed a global World Cup product launch to authentically reconnect adidas Football with Gen Z through culture-first, community-led activation.

  • Led the launch strategy and creative direction, defining a disruptive, decentralized approach aligned with Gen Z behaviors and platforms.

  • Introduced a leak-led launch model, letting youth communities and local platforms unveil federation kits organically

  • Delivered a step-change in social and PR performance, reported internally as ~4× PR impact and significantly higher positive sentiment vs. WC18 launch

RANGE TRANSFORMATION - FREEDOM IN A FRAME

Redefined the regional ranging model to increase speed, clarity and local empowerment while preserving strategic consistency.

  • Conceived and led the E2E transformation of the ranging model, from design to rollout and governance.

  • Introduced a new regional–local operating model with clear roles and responsibilities

  • Balanced local empowerment and regional strategy through new processes and tools

  • Delivered major efficiency gains, saving 400+ hours of rework

APPROACH AND EXPERTISE

LEADERSHIP STYLE

  • Tight on Vision & Goals: Set clear objectives, success metrics, and brand purpose upfront, aligning teams to deliver E2E strategies with unwavering focus and shared accountability.

  • Loose on Execution: Empower talented teams with full autonomy to innovate and leverage strengths, fostering creativity and connectivity without unrequested oversight or interference.

  • Tight on Outcomes: Measure results rigorously through KPIs, providing targeted feedback loops to celebrate wins and refine for continuous high-impact performance.

CORE SKILLS

  • Strategic Vision & Cross-Functional Alignment: Craft brand architectures integrating marketing with all functions, driving revenue through visionary planning and stakeholder management.

  • Executional focus, Data-Driven Mindset & Problem Solving approach: Transform business opportunities into reality, leverage data and insights for decision making

  • Emotional Intelligence & Team Leadership: Build diverse, high-performing teams via empathetic guidance, fostering innovation while tying efforts to measurable business outcomes.

ADVISORY ROLES

CO-FOUNDER and advisory CMO - FLYFLUT

Spanish sport-tech start up integrating drone technology into football training

fly-fut.com