Continental Tires has appointed Liz Walker as its Global Athlete & Content Manager, a role that blends athlete partnerships and global storytelling.
She is one of several women now holding key leadership roles at Continental, as the brand bucks a long-standing industry trend and invests in more diverse perspectives at the top.
Liz brings a unique mix of grassroots experience, elite-level team management, and academic insight into sport leadership. Her journey began with a borrowed mountain bike on her 21st birthday. Within a couple of years, she was traveling the East Coast as a Liv demo driver, running events and training sessions out of a van, a role she still calls "the best job ever."
She went on to build and lead Liv Factory Racing and the Liv Racing Collective, managing World Cup XCO and DHI athletes and programs from the ground up, with a strong focus on supporting athletes holistically.
At Continental, Liz now oversees a roster that includes athletes like 5 time World Champion Valentina Höll and a large portion of the pro peloton including the UAE team. These riders don't just represent the brand, they're part of the R&D process. Tyres are tested, pushed to the limit, and refined based on feedback from the best in the world.
Her appointment reflects how brands are evolving, with athletes becoming critical contributors to both product innovation and brand identity.
