Adidas Announces Beth Bass as U.S. Director of Women’s Sports Marketing
PORTLAND, Ore. (July 18, 2016) – Adidas today announced Beth Bass, former Women’s Basketball Coaches Association CEO, as U.S. Director, Women’s Sports Marketing. As the voice of the Adidas female athlete in America, Bass will be responsible for extending the Adidas brand message at all levels of sports, from youth to collegiate to professional, across all Adidas sport categories in the United States.
Bass will initially engage in all marketing activity within the Women’s Basketball spectrum, driving business in key categories of the adidas Team Sports Division and its NCAA Team Services group. Her responsibilities will also include strengthening the adidas brand in women’s volleyball and softball, among others.
“Beth’s experience creating winning programs, her solid relationships at every level of Women’s Sports and her driving passion will be crucial to our efforts to be best in class in terms of service, product and activation,” said Mark Daniels, adidas Global Vice President of Team Sports/Services. “Beth will be a key player in our college and team services groups and we look forward to her leading our Women’s initiatives.”
Bass led the Women’s Basketball Coaches Association as Chief Executive Officer for 14 years. During her tenure, she initiated the development and marketing of the Wade Trophy, the top individual player award in women’s NCAA Division I basketball, simultaneously establishing a long-standing relationship with ESPN. She launched the Pink Zone program, now known as Play 4Kay, the highly successful, national, grassroots, cancer awareness program.
“Taking the Adidas brand message to female athletes at all levels of sport is not only important for the company – I truly believe it is crucial for the athletes themselves,” said Bass. “I’m beyond thrilled to be part of the Adidas team and the timing has never been better for women to create their own destinies through sport.”
Bass established the WBCA Revenue Committee, crafting a first-ever marketing relationship with the NCAA. She is a co-founder of Columbia University’s “Center for Coaching Excellence,” the first-of-its-kind leadership training program for women’s collegiate basketball coaches. In addition, Bass served as official liaison to organizations such as the NCAA, WNBA, NAIA, AAU, the Naismith Hall of Fame, Women’s Basketball Hall of Fame and USA Basketball.
“Beth brings a rare combination of passion and knowledge to play for Adidas. Intercollegiate Sports and, indeed, the Industry, are part of her DNA,” said Patti Phillips, CEO of NACWAA (National Association of Collegiate Women Athletic Administrators).
Bass is a cum laude graduate of East Tennessee State University, lettering in basketball all four years. She earned her Master’s degree and was a graduate assistant in marketing and promotion at the University of Tennessee, working under legendary Lady Vols coach Pat Summitt. She began her professional career at Converse, moving up the ranks from promotional specialist to National Women’s Sports Director, and served as Women’s Basketball Marketing Manager at Nike before joining the Women’s Basketball Coaches Association as Executive Director. Most recently, she was President of the Sports Division of Knight Energy’s Sports Division, providing energy solutions for major sporting venues and organizations nationwide.
Adidas is a global designer, developer and marketer of athletic footwear, apparel and accessories with the mission to make all athletes better. Adidas is the official uniform, footwear and apparel provider for more than 100 collegiate programs including Arizona State, Indiana, Kansas, Louisville, Miami, Mississippi State, Nebraska, North Carolina State, Texas A&M and UCLA. Adidas has marketing agreements with the National Basketball Association (NBA), National Football League (NFL), Major League Baseball (MLB) and Major League Soccer (MLS).