Aaron Limonthas is one of the brightest and most creative up-and-comers in the corporate diversity space. He is a graduate of Dartmouth College and a first-generation American with Haitian and Cuban roots.
As a leader in diversity at Adidas, his impact spans from influencing corporate spending in the nonprofit sector to partnering with some of the biggest names in technology, politics, sports and entertainment to help marginalized communities. Through his success in business, he has received acclaim for his leadership and ongoing commitment.
Rolling out spoke with Limonthas about the ins and outs of diversity at Adidas.
What is your role at the company?
I am the senior diversity manager for the Adidas brand and all subsidiaries, including Reebok. This means I focus on the creation and execution of our diversity and inclusion strategy across North America.
How important is diversity to you?
We all have biases and blind spots. Diversity is key in overcoming them, so we can
perform better. In our personal lives, diversity is our friend [in terms of] what we consume and what we’re exposed to. In the workplace, it’s the inclusion of all races, genders, orientations, ages, abilities and experiences. It all works together to enhance
performance.
How do you acknowledge differences among consumers with different backgrounds?
You acknowledge through “FUBU.” “For Us, By Us.” People want ownership in
whatever is created for them. Provide the seat at the table, hush up and listen to
the audience. The top brands of the future will be the ones that empower the
consumer to influence creation.
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