Xavi CortadellasHead of Innovation
Xavi currently serves as Head of Design and Innovation for Gatorade, where he is responsible for leading and creating the vision and development of Gatorade and Propel Innovation and their expansion into technology platforms. Xavi also leads the Brand Design team in the transformation of the brand towards a Global Sports Nutrition Brand across the different consumer touch points including retail theater, retail POS, packaging, and more. Xavi was born in Barcelona where he earned a degree in Architecture. He has a strong sports performance and design background stemming from his 11 years of experience with Nike. Prior to Gatorade, Xavi led Nike Retail in Brazil where he developed the Retail Strategy for the 2016 Olympics and 2014 World Cup. He also led Nike’s Retail Team in Mexico and Spain. Before joining Nike, Xavi spent two years in Mango as an Architect designing stores around the globe. A passionate sports enthusiast, Xavi enjoys triathlons, running, skiing, surfing, and diving. He also plays soccer and is an avid fan of FC Barcelona.
In a world where nearly everyone can start their own business, competition grows fierce as the marketplace becomes more crowded, putting a lot of pressure on big brands. Innovation should start within core business, but sometimes innovation can generate new services and benefits beyond the core. Powerhouse firms like Gatorade are creating ecosystem innovations reinventing their products, consumer experiences and business models.
Hear from two inventive executives who partnered together to turn a sports drink into an unparalleled, high-tech product for athletes as they share the following:
· How the team transformed an idea into a state-of-the-art experience for their clients by applying design thinking
· Advice on best practices for partnership to achieve a successful outcome
· Evidence as to why the design thinking approach is imperative for both large and small organizations