Over 25 years’ experience in consumer business in China, out of which the last seven years working on cracking the code of Chinese digital native millennials. Sandrine Zerbib founded and is currently running a Shanghai based and China focused brand management and digital agency specialized in digital brand strategy, e-commerce operations and 360 marketing – from performance marketing to community management and event digitalization. Most Full Jet clients are international fashion, lifestyle and sports labels, such as G-Star, Dr. Martens, Lacoste, TOMS, Brooks Running, Skechers, UGG, DeBeers and many others (www.fulljet.com.cn). Until mid-2007, Sandrine Zerbib was the President of adidas Greater China. She was appointed in the mid-1990s to create and develop the China business of adidas. She started and successfully developed the adidas business in China, from its naissance stage to its present market leading position. Under Sandrine’s leadership, adidas emerged as a leading performance sports brand in China, set to be the number one brand by 2008. With a network of close to 4,000 adidas brand stores across approx 500 cities when Sandrine left adidas, adidas was already achieving about USD 1 billion in net sales, making China the second largest market for adidas outside the United States.