Zion Armstrong: From Troubled West Auckland Teen to the President of Adidas North America (re-release)
Nov 24, 2024
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Zion Armstrong, the former President of Adidas North America, shares his incredible journey from a troubled West Auckland teen to a corporate leader managing 12,500 staff. He discusses his transformative teenage years, athletic career, and meteoric rise in the footwear industry. Zion reflects on balancing corporate life with family, his decision to leave the high-pressure world of Adidas, and embark on a new path as CEO of a children's wear company. His story is a powerful reminder of resilience, mentorship, and the importance of prioritizing family.
Zion Armstrong's journey exemplifies the power of mentorship, transforming from a troubled youth to a Commonwealth Games athlete.
His rapid ascent to head of footwear at Adidas demonstrates the blend of athletic talent and business acumen.
Zion fostered a supportive corporate culture at Adidas, emphasizing open communication and collaboration among his team.
High-profile partnerships with celebrities during his presidency at Adidas showcased his vision of merging sports with mainstream culture.
Zion's decision to leave Adidas for family highlights the importance of personal fulfillment over professional success.
Deep dives
Zeon Armstrong's Early Journey
Zeon Armstrong's story begins in West Auckland, where a youth filled with challenges led him to find his athletic talent. At just 14, after a fateful encounter with police while joyriding on a motorbike, he caught the attention of a local coach who helped him channel his energy into running. This pivotal moment, along with his determination, opened doors to athletics, ultimately leading him to represent New Zealand at the Commonwealth Games. His unexpected path from mischief to sports stardom highlights how crucial mentorship and support can be in shaping a young person's future.
Career Growth at Adidas
At the young age of 24, Zeon became the head of footwear at Adidas New Zealand, quickly proving himself as a rising star in the company. His dedication and innovative approach landed him roles that propelled him into the international spotlight, eventually leading him to become president of Adidas North America. While overseeing a workforce of over 12,500 employees, he managed to ink deals with prominent athletes and artists, representing a significant growth in the brand's market presence and profits. His ascent in the corporate world illustrates his knack for blending athletic prowess with business acumen.
Navigating Challenges and Building Team Culture
Throughout his leadership at Adidas North America, Zeon emphasized the importance of fostering a supportive and collaborative team environment. He implemented bi-weekly check-ins with direct reports to ensure open communication and alignment on priorities while also recognizing and backing their ideas. This approach not only enhanced team morale but also reinforced the notion that every individual could contribute to the brand's success. By prioritizing team engagement and personal relationships, he cultivated a culture where loyalty and trust were paramount.
Innovating Through Celebrity Collaborations
Zeon's role at Adidas involved securing high-profile partnerships with celebrities like Pharrell Williams and Kanye West, driving the brand's visibility in the marketplace. His collaboration with Pharrell led to the introduction of impactful initiatives that focused on community engagement and social responsibility, such as the Black Ambition fund, which supports budding entrepreneurs. In addition, negotiating a significant endorsement deal with Patrick Mahomes, the NFL superstar, further solidified Adidas' presence in American sports. These alliances showcased Zeon's vision of blending sporting culture with mainstream entertainment.
Super Bowl Showdowns
As president of Adidas North America, Zeon experienced the grand spectacle of the Super Bowl, using it as a platform to build brand equity. With connections to elite athletes and entertainers, he orchestrated dynamic marketing events around the game, capitalizing on the high visibility it offered. Witnessing significant wins, such as his brand partner Patrick Mahomes clinching a championship title, reinforced the connection between effective marketing strategies and product sales. The Super Bowl week became a hallmark of Zeon's tenure, spotlighting not only Adidas' athletic gear but also its cultural relevance.
The Decision to Prioritize Family
After years of hard work and success, Zeon made a life-altering decision to step away from his role at Adidas to focus on family, recognizing the importance of being present in his children's lives. This transition came after a heartfelt conversation with his son, where he realized his children viewed him as a stranger due to his demanding career. The time off allowed Zeon to reconnect with his kids and reevaluate his priorities, establishing a sense of balance while cherishing each moment as a parent. This decision exemplified his understanding that true success encompasses personal fulfillment alongside professional achievements.
New Beginnings with Jamie K.
Upon returning to New Zealand, Zeon embraced an opportunity to lead the children's apparel company Jamie K., known for its quality and commitment to ethical fashion. His journey transitioned from the sportswear industry to nurturing a local brand and fostering connections with consumers on a deeper level. Zeon's goal is to innovate and grow Jamie K., aligning it with the values of community and sustainability while expanding its reach globally. His extensive experience in high-stakes corporate environments equips him to elevate the brand, which resonates with his desire to contribute positively to New Zealand's economic landscape.
Lessons on Leadership and Community
Throughout his career, Zeon has exemplified the significance of mentorship, community involvement, and authentic leadership. Acknowledging the pivotal mentors in his life, he strives to embody those values in his approach as a leader. His experiences underscore the importance of fostering an inclusive environment where team members feel supported and valued while prioritizing their well-being. By investing in talent and showing genuine care for others, he has built lasting relationships that extend beyond business and contribute to a richer community.
Reflections on Personal Growth
As he reflects on his journey, Zeon acknowledges the challenges he faced growing up, attributing his resilience to the support he received from mentors and his determination to succeed. His career has been marked by moments of success and personal sacrifice, leading him to understand the profound impact of prioritizing family and relationships over professional accolades. Embracing this philosophy has shaped his perspective as he moves forward, encouraging others to value time and connection. Zeon's evolution from a young athlete to a strategic leader illustrates the transformative power of experience, dedication, and humility.
Zion Armstrong is one of our favourite episodes of the year and when Apple Podcasts released their list of the best performing episodes in New Zealand in 2024 it was on it too!
We've picked up a lot of new listeners since we originally released it in February and we wanted to highlight his incredible story again.
The Zion Armstrong story starts in West Auckland and involves running away from the police so fast that he started an athletics career that took him to the Commonwealth Games.
At the same time, he was selling sports shoes – and at the age of 24 was head of footwear at adidas New Zealand.
From that foothold he climbed the corporate ladder before becoming President of adidas North America where he oversaw 12,500 staff, inked deals with some of the world's biggest sports and music stars and took annual profit to a record $US6 billion after a couple of years.
And then in 2022, Zion walked away from this rock-and-roll lifestyle and returned to New Zealand in pursuit of being a better dad in the wake of his divorce, not wanting his children to experience the same disconnect he had often endured as a kid.
We cover all the detail in this one – and it’s one heck of a ride. Zion’s inspirational story shows what’s possible with the right mindset and work ethic – and his decision to walk away shows what's really important in life. You’ll love this one.
We're also super stoked to have Zion exclusively on the books of B2B Speakers, so if you’d like him to share his story at your function or event, flick us a message by going to www.B2Bspeakers.co.nz.
Listen on iHeart Radio or wherever you get your podcasts from or watch the video on YouTube.
