Tareq's personal mission is to make more of what people want, less of what they don't want and bring new meaning to products and experiences. Driven by that desire, he has steered his career towards the frontier of business model innovation. After graduating from Cambridge in Manufacturing Engineering, he started out at Boston Consulting Group in London. He joined adidas in 2011 and since then has worked on a wide range of transformation topics across wholesale, retail and eCommerce in HQ, Europe and the US. He has combined strategic and executional skills to tackle topics such as business planning, speed programs, supply chain excellence, organization redesign and customization business models. In 2018 he made the switch from operations strategy to digital and is now a Senior Director in Digital Strategy & Innovation, responsible for a portfolio of business model innovation programs.