Adriana Peon is the CEO of Decathlon’s operations across the Americas, overseeing markets in Canada, the US, Mexico, Colombia, Chile, and Brazil. Her leadership is marked by a deep commitment to moving the people of the Americas through the wonders of sports and is a fierce advocate for diversity, equity, and inclusion.
Her career is a testament to her strategic acumen and ability to lead complex, transformational initiatives at organizations including Meta, PayPal, McKinsey & Co., and PepsiCo. She holds an MBA from Stanford University as well as a both a bachelor’s and master’s degree in psychology from New York University, where she graduated with honors.
For its annual list, LiS: Latinos in Sports spoke with Peon about expanding access to sports through the Decathlon Foundation, a future where diversity is fully represented in sports, and the Latino athletes who have inspired her the most.
What inspired you to pursue a career in the sports industry, and how has your cultural background shaped your journey?
Sports have shaped who I am and given me a purpose; making a career in the sports industry is the perfect fit. As a Mexican girl, I was often the only one—on the soccer field, in ice hockey, and doing a three-week mountaineering expedition. These experiences taught me resilience, self-reliance, and the power of teamwork.
Sports push personal limits and foster mental strength. While team sports highlight the importance of collective effort and trust, magic happens through the power of the team. They also play a critical role in health, building confidence and belonging, especially for youth.
Coming from Mexico, where only 40 percent of children regularly participate in sports, I see the urgent need for broader engagement. Sports can combat health issues and build a generation of confident, empowered individuals. Expanding sports participation will not only improve physical health but strengthen communities, creating a healthier and more resilient society.
Today, more than ever, we need to give hope to new generations but also help them build the life skills that will help them face the challenges of the future. I dream of a different world, one where we can create a space for each of us to be healthy and to belong.
“We must push for more representation, more inclusion, and greater support for the Latino community—because there are so many athletes among us who haven’t yet discovered their potential.”
Adriana Peon
Which Latino athletes, executives, or leaders have inspired you the most, and why?
Latinos in sports have achieved remarkable success on the global stage. From Lorena Ochoa becoming the first Mexican woman to reach number one in golf, to Rafael Nadal setting a record with twenty-two Grand Slam titles and Rebeca Andrade dazzling with her triple-twisting Yurchenko in gymnastics, to the lasting legacies of soccer icons like Pelé, Marta, and Messi. I’ve found deep inspiration in their stories—whether it’s Nadal’s trick for mental toughness or Andrade’s journey from the favelas to the Olympic podium.
Yet, it’s often the lesser-known stories that have moved me the most. Silvia Vásquez-Lavado’s climb to the top of Mount Everest is a tale of resilience, where the power of will and the strength to rise after failure shine through, reminding us of the pursuit of impact beyond ourselves. Then there’s Kenia Lechuga, a Mexican Olympic rower, who has faced immense structural and personal challenges. Her story is one of relentless determination—continuing her path to excellence, metaphorically rowing with blistered hands but never letting the pain stop her.
One of the key challenges we face as a Latino community is the lack of visible representation in sports. Representation is crucial—it creates hope and signals that success is possible. When Rebeca Andrade stood on the Olympic podium, she showed millions of girls in the favelas that their dreams are within reach, that it can happen. We must push for more representation, more inclusion, and greater support for the Latino community—because there are so many athletes among us who haven’t yet discovered their potential.
How are you using your platform to advocate for more representation of Latinos in leadership positions within sports?
I believe that being in a leadership position is a privilege and carries immense social responsibility. That’s why I’ve chosen to lead at a company whose purpose is to inspire people through the power of sports. As someone who is purpose-driven, my daily motivation is to ensure we democratize access to sports across the Americas. At Decathlon, we don’t just provide the best value and most sustainable sports products for beginners, intermediates, and experts—we actively work to make dreams accessible by deepening our engagement with communities.
Through the Decathlon Foundation, we collaborate with numerous communities to increase access to sports, fostering healthier and more empowered lives. On a personal level, it’s equally important for me to create opportunities for others. My leadership approach focuses on helping people unlock their potential, even those who may not realize the full extent of what they’re capable of achieving.
By expanding access to sports, we’re not just shaping athletes; we’re building stronger, more inclusive societies, where everyone has the chance to grow, dream, and succeed.
“By expanding access to sports, we’re not just shaping athletes; we’re building stronger, more inclusive societies, where everyone has the chance to grow, dream, and succeed.”
Adriana Peon
What role do you believe sports play in uniting and empowering Latino communities, both in the US and globally?
I dream of a future where diversity is fully represented across all areas of life, especially in sports. Sports play a pivotal role in fostering unity and empowerment across and within communities. They are a powerful tool for connection and collective spirit. Sports have the power to break down barriers and advocate for unity, strength, and resilience. To truly thrive, we need to embrace who we are and be authentic in every sense of the word.
By expanding access to sports, creating opportunities, and deepening community engagement, we can harness the transformative power of sports to uplift and empower the next generation. This will pave the way for more talents to be seen and heard, not only on the field but in every arena of life.
What advice do you have for the next generation of Latino leaders looking to break into and excel in the sports industry?
I’d like to respond with one of our core values at Decathlon and a key cultural belief that guides us. This may be unconventional advice, especially in the context of sports, but I believe it touches on a fundamental aspect of performance.
First, authenticity is … essential not just for sports performance, but for any kind of success. It’s easy to fall into the trap of imitating others, trying to replicate what they do best. But whether you’re aiming to succeed as an athlete or as an executive, the real key is finding what makes you unique. Embrace the magic of being true to yourself—this is where your true potential lies.
Second, a core principle we live by is “trust apriori.” Our management philosophy is built on the belief that we start by extending trust, focusing on abundance rather than scarcity. What does this mean? We give people more responsibility because we believe that everyone is capable of achieving more than they realize. It’s like the finish line at a marathon—people often feel they’ve reached their limit, but somehow find the strength to sprint the last hundred yards. More is possible.
We must strive to create this hope and these spaces of trust for more to be possible. At Decathlon, we are building this space for trust within our teams and our communities. We build on strengths, acknowledging areas for growth but focusing on what individuals do best. Instead of fixating on what’s missing, we concentrate on what’s possible. This mindset shift is incredibly powerful—it’s why, at Decathlon, we are ordinary people accomplishing extraordinary things.
What is your walk-up song?
This is tough! Latino music is incredibly rich, diverse, and uplifting. But if I had to choose one song, I’d go with “Buenos Días Señor Sol” by Juan Gabriel. What I love about his music is how he uses simple language to express profound emotions and messages. In this song, he sings about gratitude for each new day, the effort to improve oneself, and most importantly, the need to smile at life. Life can be challenging, and sometimes all we need is a little hope and lightness to get through it—and that’s exactly what this song offers.
