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The Power of “We”: Leadership, Identity, and Making Sport Accessible to All with Adriana Peon
03/11/2026
The Power of “We”: Leadership, Identity, and Making Sport Accessible to All with Adriana Peon
What happens when a young girl in Mexico City refuses to accept that soccer “isn’t for girls”? For Adriana Peñón, that early challenge became the foundation for a lifetime of leadership. Today, as CEO of Decathlon Americas, Adriana oversees markets across the United States, Mexico, Canada, Brazil, Chile, and Colombia — but the fire that drives her began long before the boardroom. It began on the field, asking a simple question: Why not me? Raised between Mexico and the United States, Adriana learned early that identity is fluid. In Mexico, her Latina identity blended into the majority; in Silicon Valley, it became one of her most defining characteristics. Navigating those different environments shaped her perspective on power, representation, and the danger of reducing the Latino experience to a single narrative. For Adriana, leadership isn’t about fitting into existing structures — it’s about expanding the space so others can belong. In this conversation with host Pedro Antonio Guerrero, Adriana shares lessons from scaling global businesses at companies like Meta, PayPal, and McKinsey, and what it truly takes to lead a brand across cultures and continents. From democratizing access to sports to shifting from a mindset of scarcity to one of abundance, she reflects on the importance of curiosity, resilience, and empathy — especially in moments when you feel like the only one in the room. Ultimately, Adriana reminds us that the story of the Latino majority isn’t written in the language of “I.” It’s written in the language of we — community, shared identity, and a collective belief that opportunity should be accessible to everyone.
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