What are the most significant cases, projects and/or transactions that you and/or your legal team have recently been involved in?

Over the past year, four areas have occupied a significant part of our work.

The first has been a number of complex commercial negotiations involving some of the most relevant sports properties and business partners in Chile. These matters required us to balance commercial objectives, legal risk, long-term brand positioning, and stakeholder management. In many of these projects, Legal was involved from the outset, helping shape the strategy rather than simply documenting the final outcome.

The second has been preparing adidas Chile for the implementation of Chile’s new Personal Data Protection Law, which will come into force in December 2026. While adidas already benefits from a robust global privacy framework and GDPR-based standards, we have been leading a comprehensive assessment of our local readiness, identifying potential gaps and coordinating cross-functional efforts to ensure compliance and strengthen our data governance framework.

The third has been the growing role of Artificial Intelligence within Legal. Over the last year, we have been actively driving AI adoption initiatives both locally in Chile and across Latin America. This has included exploring practical use cases to improve legal efficiency, supporting the responsible implementation of AI tools, developing governance frameworks, assessing legal and privacy risks associated with AI deployment, and helping the business navigate emerging AI-related regulations. It has been particularly rewarding to participate in shaping how Legal can act not only as a risk manager, but also as an enabler of innovation.

Finally, we have continued to strengthen our Brand Protection programme across Latin America. Counterfeiting continues to evolve rapidly, particularly in digital environments, and we have been working closely with online platforms, enforcement vendors, authorities and industry associations to make our enforcement efforts more proactive, data-driven and scalable. This work has also involved leveraging technology and automation to increase the effectiveness of our brand protection strategy across the region.

AI has been taken seriously as a potentially revolutionary technological change in the legal world for a number of years now. Has it had a meaningful impact in how your legal team works in this time?

In my view, AI is already having a meaningful impact on how legal teams operate. The biggest change is not replacing lawyers, but allowing them to spend more time on strategic work and less on repetitive tasks.

Over the past year, AI has become a key area of focus for my team. In Chile, we have been exploring practical use cases to improve efficiency, knowledge management, legal research and workflow automation. Beyond my local role, I have also been involved in AI-related initiatives across Latin America, helping promote responsible adoption within Legal and sharing best practices across markets.

What I find most interesting is that AI is challenging us to rethink how legal services are delivered. At the same time, it reinforces the importance of governance, privacy, security, and human oversight. As lawyers, our role is not only to manage risks, but also to help the business embrace innovation responsibly.

I believe we are still at the beginning of this journey, but it is already clear that AI will become an increasingly important tool for legal departments. The challenge is not whether to use it, but how to use it in a way that creates real value while maintaining trust and accountability.

What is a cause, business or otherwise, that you are passionate about? Why is this?

One cause I am particularly passionate about is social impact. For the past three years, Social Impact has been part of the Legal function within our organisation, both locally and across Latin America, giving us a unique opportunity to contribute beyond our traditional legal role.

What I find most rewarding is working with foundations and community partners that use sport to create opportunities for children and young people. It is inspiring to see the positive impact that sport can have on confidence, inclusion and personal development.

Social Impact also becomes especially meaningful during times of crisis. For example, following the recent earthquake in Venezuela, we helped coordinate support efforts across the region, bringing together contributions from both adidas and our employees to assist affected communities.

For me, this work is a constant reminder that, while Legal exists to support and protect the business, it can also play an important role in creating a positive impact on society.