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China//Shanghai: Max van den Doel is a believer that sports has the power to change lives. Over two decades Max has been working in the sports industry in various marketing leadership roles across all continents. He started his professional career in New York where he accrued experience within the US sports industry, working alongside some of the biggest and most respected Leagues in US sports. Through his extensive experiences in sport sponsorship Max knows that sport remains the biggest (marketing) opportunity for any Brand or organization to engage conversations with consumers and ultimately to achieve (commercial) goals. Max has worked on the activation and the commercialization of 5 FIFA World Cups and 4 Olympic Games, 2 Rugby World Cups and work with some of the most iconic Sports Assets in the World. First arriving in Asia in 2001, Max moved to Seoul for the Event Management of the 2002 FIFA World Cup. After a period working for adidas Global Sports Marketing back in his native Amsterdam, Netherlands, Max returned to Asia in 2005 as the Sports Marketing Director, responsible for managing a prestigious Asia Pacific regional Asset portfolio, including the Beijing Olympic Games. From 2010 to 2014 he worked as Head of adidas’ Global Sports Marketing Team Sports before he moved to Shanghai as the leader for the Business Units Football and Olympic Sports at adidas Greater China. In this role, Max is responsible for football and Olympic sports go-to-market strategies aimed at driving merchandising, asset acquisition, retail- and activation across all marketing disciplines. With a background in footwear and apparel engineering, Max has a profound understanding of the numerous business challenges faced within the sporting goods industry. He was educated at INSEAD, Singapore as well as Harvard Business School.