Talent as Strategy: Why Winning the Hiring Race Will Define Your Brand’s Future
As CEOs across the sports, fashion, and outdoor sectors navigate constant disruption, from AI to global supply constraints to regulatory shifts in sustainability, one thing is becoming increasingly clear.
The brands that align talent strategy with business strategy are the ones best positioned to grow.
Hiring is no longer a support function. It’s a board-level imperative that touches product, supply chain, customer experience, and long-term brand value.
1. Why Talent Has Shifted to the Top of the Agenda
Innovation cycles are shortening. Consumer expectations are rising. And the capabilities required to compete are changing.
Recent data shows:
Demand for AI and ecommerce roles has risen 21% year-on-year, yet talent availability is growing at just 6% (LinkedIn, 2025).
Over 350 circular economy roles have been posted by leading brands like Adidas, Patagonia, Zalando, and Decathlon in the last 12 months.
Supply chain leadership and carbon accounting roles are among the fastest-emerging functions in global brand teams.
These aren’t distant trends. They’re reshaping what future-ready teams look like today.
Hiring for speed, data, and circularity is no longer optional. It’s foundational.
2. The Most Critical Talent Gaps in 2025
Four talent areas are currently defining competitive advantage:
AI and Data Leadership – Crucial for personalisation, forecasting, inventory, and margin protection.
Circular Product and Supply Chain Experts – Needed to align with sustainability goals and evolving regulations.
End-to-End Supply Chain Strategists – Key to staying agile during global market fluctuations.
Community and Brand Experience Leads – Essential for loyalty, retention, and lowering acquisition costs.
Case in point:
On Running and Puma have both doubled their supply chain and logistics teams since 2022.
Nike, Lululemon, and Patagonia have added dozens of AI, digital product, and circular economy roles since last year.
Brands that close these gaps now will find growth easier, faster, and more sustainable.
3. Aligning Talent with Where the Market Is Going
Brands investing in AI, circularity, and community aren’t just reacting, they’re preparing for the future of brand-building.
AI: From product development to customer service, AI capabilities will underpin speed, accuracy, and relevance.
Circularity: New EU regulation requires mandatory extended producer responsibility by 2030. That means circular product design is no longer niche.
Community: With digital ad costs rising and consumer trust declining, investing in community roles is proving more effective than traditional marketing spend. Saucony's Run Club and Run As One campaign are bringing people together on a deeper level beyond their products.
Talent decisions made now will shape whether your business leads the transition or struggles to catch up.
4. Why Hiring Must Be a Leadership Priority, Not Just an Operational One
Hiring influences:
Revenue – AI-led personalisation and data-driven forecasting create clear ROI.
Margin – Stronger supply chain hires lead to smarter stock management and reduced waste.
Compliance – Internal expertise in ESG and circularity protects brands from fines and missed opportunities.
Brand Value – Community and CX roles build long-term loyalty in ways traditional campaigns cannot.
The best business strategies mean little without the right people to execute them.
5. What Boards and CEOs Should Be Asking Now
Where are our biggest capability gaps relative to our growth plan?
Are we structured for innovation or stability?
What roles are missing from our leadership team today?
Do we have the right hiring partners to find these future-facing roles?
In 12 months’ time, will your team look like it’s built for where your market is headed or for where it used to be?
What to Do in the Next 90 Days
Conduct a Future-Facing Talent Audit tied to your 3-year roadmap.
Set hiring targets for AI, sustainability, and supply chain talent, with accountability at board level.
Embed capability building into executive KPIs, not just performance outcomes.
The organisations that treat talent as strategy are the ones we’ll be talking about in five years. Whether you’re scaling fast or defending market share, hiring should be on the agenda in every boardroom conversation.
At Virtua, we help brands across the sports, fashion, and outdoor industries find the leaders who create momentum.
If you’re building for the next stage, we’re ready to help.
.png)
.png){kind=small}