Rui Pedro Silva, Ph.D in

Rui Pedro Silva, Ph.D

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Global VP, AI & Behavioral Transformation (Leadership & Development) at adidas
📍 Greater Nuremberg Metropolitan Area, Germany

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.

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Experience
7 Years
Current Role
Global VP, AI & Behavioral Transformation (Leadership & Development)
Job Level
Senior
Location
Greater Nuremberg Metropolitan Area, Germany
Personality Overview

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Priorities

Topics Rui cares 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.
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Career

Work history

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

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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Education
2021 - 2024
Doctor of Philosophy - PhD
Universidade de Trás-os-Montes e Alto Douro
12-2024 - 12-2025
Master of Science - MS
London Metropolitan University
Social presence
in
Behavioral profile

DISC profile (public)

DISC behavioral profile

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