Rui Pedro Silva, Ph.D

Judge
DISC Type : Dc

Global VP, AI & Behavioral Transformation (Leadership & Development) at adidas

Greater Nuremberg Metropolitan Area, Germany

Overview

Rui Pedro Silva, Ph. D. is the Global VP of AI & Behavioral Transformation at adidas, where he reimagines leadership and learning for over 60, 000 employees. His work integrates AI, data, and behavioral science. People who have worked with him often describe him as visionary, creative, innovative, and intelligent.

Originally from a small village in northern Portugal, he is a TEDx speaker, author, and global voice on leadership. He is passionate about drawing lessons from sports and high-performers, like Formula 1 drivers and tennis player Rafael Nadal, to teach resilience, discipline, and high-performance habits in business.

He was named the European CIO/Digital Leader of the Year in 2020 by CIONET for his impactful digital strategy work.

Personality Overview

Generally Skeptic

Objective Thinker

Quality Focused

They like to move fast and expect the same from others.  They take a lot of pride in personal achievements. More than the product, they care about the impact of the product.

Topics They Care About

AI & Behavioral Science
Leads the global transformation of leadership and learning at adidas by combining AI personalization, behavioral nudging, and digital experience design.
Digital Transformation
A core theme of his career, book, and speaking engagements, focusing on the human behaviors and organizational psychology needed for successful, large-scale change.
Sports & Mindset
Frequently uses analogies from sports, including interviews with football legends and insights from Formula 1, to teach high-performance habits, resilience, and leadership.

Media Appearances

Adidas Global VP, Rui Pedro Silva: Mindset, Discipline & Digital Transformation. Featured in YouTube

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Rui Pedro Silva – Keynote Speaker Profile. Featured in Chartwell Speakers

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Work History

9-2024
Global VP, AI & Behavioral Transformation (Leadership & Development) at adidas
7-2022 - 9-2024
Global VP, Omnichannel Technology (own eCommerce, Retail & marketplaces) at adidas
8-2025
International Keynote Speaker at Chartwell Speakers
3-2018
Executive Educator & Adjunct Faculty at Multiple
1-2021 - 7-2023
Co-CEO at Matoaka

Education

2021 - 2024
Doctor of Philosophy - PhD from Universidade de Trás-os-Montes e Alto Douro
12-2024 - 12-2025
Master of Science - MS from London Metropolitan University

More Information

Social Presence :

Prographics :

Exp : 7 Location : Greater Nuremberg Metropolitan Area, Germany Job Level : Senior Designation : Global VP, AI & Behavioral Transformation (Leadership & Development) at adidas
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Insights For Selling To Rui Pedro

During A Call Or A Meeting

DO's

  • When negotiating terms, help them build an impression that they are the ones calling the shots
  • Hold your ground without indulging in one-upmanship
  • Objectively showcase the impact that your product creates

DONT's

  • Don’t take too much time in sending them information if they ask for any
  • Don't try too hard to forge relationships with them
  • Don’t focus on process and rules, give the impression of being a ‘gets it done’ person

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Rui Pedro is

  • Confidence in impact is paramount to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Rui Pedro

  • If they are not convinced, they will have no hesitation in telling you the same.

Insights For Deal Planning

    How fast (or slow) will Rui Pedro move?

  • They can reach decisions fairly quickly if they are convinced.
  • Can Rui Pedro take some risk or not?

  • They don’t mind risks but can be quite binary about them.

You And Rui Pedro

Personality Compatibility


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