Early this week, Adidas South Africa announced the appointment of former national hockey player Kate Woods as its new General Manager in 2025. 

Woods, who played over 150 matches for the SA women’s hockey team and represented the country at three Olympic Games, began her journey with Adidas SA in 2007. She has since held key leadership roles, including Director of Running for Emerging Markets in the UAE and Senior Director of Running for Western Europe at the brand’s global headquarters in Germany. 

Returning to South Africa in 2021 as Senior Brand Director, Woods continued to champion the transformative power of sport, a passion reflected in her work in athlete empowerment, youth engagement, and social impact initiatives. In 2024, she led South Africa’s Over-35 Women’s Hockey Team to victory at the Masters Hockey World Cup in Cape Town as the Captain. 

On her new appointment, Woods said: “It’s an incredible honour to step into this role, and I look forward to building on our strong foundation, driving inclusivity in sport, and expanding our impact in the region.”

She brings a unique blend of elite sports experience and strategic leadership to her role; and having travelled extensively as an athlete and for business, she’s gained a deep appreciation for the power of sport to unite, inspire and uplift communities around the world.