Florian Alt has worked with adidas Football for over 20 years. The 2018 World Cup will be his third at the brand, and he will oversee and orchestrate all communication activities from PR to social, to on-and-offline retail and advertising for the event. Under Alt, adidas Football has used a number of clever marketing strategies to engage its core youth audience. These have included using ‘dark social’ – messaging via WhatsApp – to build local communities around the brand and forge personal relationships with adidas’ audience. Alt was also the marketer behind the irreverent and hugely popular There Will Be Haters and Never Follow campaigns, which have set a cheeky and humorous new tone of voice for the brand in recent years.