Speak was appointed to the role earlier this month

Speak was appointed to the role earlier this month

Adidas Group has appointed Kerry Speak to the newly-created position of global women's creative director as the sporting goods brand turns its focus more to the female athletic market. 

The company said it has made "critical" updates to the business to better address the needs of the female consumer. It is also delivering new products and consumer experiences created specifically for the female athlete including the new PureBoost X, a running shoe designed specifically for women.

Adidas has also appointed Nicole Vollebregt as the global head of women's to drive the female athlete agenda across the entire business. 

"A key pillar of our new strategic business plan is open source collaboration, so we're partnering with people who are experts in their fields and inviting them to bring new thinking into our brand," the group said in a statement sent to just-style. 

Meanwhile, Adidas has hired former Lululemon Athletica CEO Christine Day as a strategic adviser for the brand. Day, who has been working with the company on its women's strategic initiatives since spring 2015, has an "unprecedented understanding" of the female athlete, Adidas noted. 

"Christine definitely shares our vision," said Vollebregt. "We see the potential in athletic women leading multidimensional lives fuelled by sport and nutrition." 

She added: "She has been instrumental at sharpening our business plan, asking the right questions and helping us develop it in the right way."