With over 16 years of experience in the sportswear industry, I’ve built my career on a strong connection to both product and consumer. For the past 10 years, I’ve focused on Product Marketing, bringing together insights, culture, and creativity to shape meaningful product stories.
Currently, I’m a Senior Product Manager of Culture, Collaborations and Partnerships at adidas, where I lead lifestyle and culture-focused initiatives. My work spans footwear, apparel, and accessories, with experience across both global and local product creation. I’m focused on building assortments that are relevant, resonant, and impactful.
Through consumer insights and analytics, I build strategic roadmaps and seasonal product briefs to help manage, scale, and commercialize some of the world’s most iconic and sought-after products.
Outside of work, I’m usually running or hiking. Being outdoors keeps me grounded and inspired. It fuels my creativity, clears my mind, and allows me to push the boundaries of what I’m capable of.
I’m passionate about people, product, and purpose, and believe that sport and style have the power to shape culture and create lasting connections.
Please feel free to reach out and connect adam.babinicz.hickey@gmail.com
WORK
-
WILLY CHAVARRIA COL. 2
The second collection from Willy Chavarria x adidas. Consisting of exclusive product for his debut Paris Fashion Show and two global offers launching in the back half of 2025.
-
WILLY CHAVARRIA COL. 1
Debuting at New York Fashion Week and being seen all around the globe. The launch of Willy Chavarria x adidas celebrates Willy’s signature style and the rich archive and history of adidas.
-
adidas Originals Honoring Black excellence 2022
adidas Originals partnered with Jamiah Hargins, founder of Crop Swap LA and self-described “gardengineer,” to honor his purpose-driven work raising awareness and combating food deserts in his community. Together, we co-created a capsule collection inspired by the real needs of community gardeners and growers. The collection included a durable boot, sun hat, cargo pants, work coat, and two shirts—each designed with functional features that reflected Crop Swap LA’s mission.
-
FEAR OF GOD ATHLETICS
In collaboration with American Fashion Design Jerry Lorenzo and adidas, we created a multiseason product offer that redifines luxury performance sportswear.
-
MCDONALDS ALL AMERICAN
The McDonald's All American All Star Game is where the top high school basketball players from the East and West compete to showcase who is the best. For this moment, adidas Originals and adidas Basketball come together for a cross-category collaboration, delivering the ultimate on-court and off-court apparel for athletes. This partnership ensures that players not only perform at their best but also look and feel their best, both on and off the court.
-
ADIDAS ENTER THE METAVERSE
For the first time ever adidas entered into the Metaverse. Doing so by collaborating with gmoney, PUNKS Comic and Bored Ape Yacht Club.
Creating a NFT that unlocked access to exclusive product. We built a product range that not only lived in the digital word but would coincide with the real world.
-
PASSION PROJECTS
Using design as an outlet to create a space where I can create freely and without limititation. Most of my design is rooted in sustainability where old materials and subjects are given new life.