Director Sneaker Culture

Director, Sneaker Culture


Area:                                                                                        Brand adidas GCA

Department:                                                                           BA / Brand Communication Originals

Direct Reporting Line:                                                          Senior Director Brand Communication Originals                                                                                                              

Indirect/Secondary Reporting Line:                                     

Subsidiary/Country:                                                              GCA

Location:                                                                                 Shanghai

GSMS Grade:                                                                                M2

Number of Personnel Managed:                                         2

Cost Center/Budget and/or Revenue Responsibility:          



Purpose & Overall Relevance for the Organization:

The mission of the role is to build the adidas brand as the best sports brand in China through maximizing innovative and inspirational brand exposure. He/she will achieve this mission by:

  • Lead the adidas Sneaker GTM strategy, Sales Mechanism & Marketing Planning.
  • Build & maintain an effective local sneaker community.
  • Lead the sneaker storytelling to external media & internal training.
  • Lead the creation of content toolkit for Sneaker Communication.


Key Responsibilities:


Lead the adidas Sneaker GTM strategy, Sales Mechanism & Marketing Planning

  • Develop Marketing Strategy & Content for different Sneaker launches.
  • Provide input to GCA planning team on sneaker calendar for horizontal calendar development.
  • Decide the sales mechanism of different level of Sneaker launches with interfacing BU / Channel team
  • Closely connected with Digital team to build #Confirmed APP as a key platform for driving adidas sneaker community.


Build & maintain an effective local Sneaker Community

  • Closely connected with sneaker media/ social/ retail partners through on-going communication, seeding & activation.
  • Drive & Maintain the organic sneaker exposure around communities.
  • Identify key moments for sneaker communities and get adidas be a good part of it.


Lead the sneaker storytelling to external media & internal training

  • Implement the sneaker storytelling session to external media partner.
  • Actively participate in departmental level trainings and development initiatives and activities, to get the team engaged with the sneaker culture.
  • Through the internal communications team, communicate brand communication information and initiatives to entire company in a timely fashion


Campaign Tools Creation for Sneaker Communication

  • Lead the creation of sneaker content toolkit for GCA, cross touchpoints.
  • Monitor smooth handover campaign toolkit to country cluster Brand Communication teams for execution
  • Content provider for #Confirmed APP


       Interface with global and GCA cross-function teams

  • Lead the interaction with global BU teams as the key point of contact for all toolkit campaign development and seasonal category calendar.
  • Lead the interaction with GCA BU & CtC to determine the key seasonal articles for campaigns


People Management

  • Provides strong leadership for horizontal as well as vertical reports
  • Sets performance plans with each direct report
    • Plans include goals, key job responsibilities, competency development, measures, and follow-up activities.
    • Reviews include goals, key job responsibilities, company values and competency development.
  • Provides coaching & feedback to subordinates
  • Ensures that direct reports set performance plans with subordinates
  • Cooperates with superior & HR in all pay decisions regarding subordinates
  • Generates a high level of teamwork between all Departments



  • Other job-related work assigned by supervising manager



  • On time launch of campaigns
  • Non-paid / PR-driven Sneaker content & exposure quality
  • Quality of recommended and executed initiatives to maximize brand and product exposure and are implemented at industry leading standards
  • Improvement in our Brand Health KPIS (Brand momentum, Net Promoter Score, Spontaneous purchase intent, etc.)
  • Integration of ideas with other disciplines
  • Improved professionalism of the team
  • Delivery on Initiatives identified by the Senior Management team
  • Sell through target for related category


      Key Relationships:

  • Global BU team
  • GCA BU team
  • Country Cluster Brand Communication team
  • GCA Retail Marketing team
  • Global Brand Communication Team


       Knowledge, Skills and Abilities:

  • Passion & Knowledge on Sneaker Culture
  • Manage Business (Processes and Projects)
  • Manage and Develop People
  • Result Orientation
  • Ability to lead and Influence Others
  • Planning and organizing
  • Strategic Acting
  • Conceptual understanding of marketing as brand building tool
  • A passion for and an understanding of the category along with the desire to translate the passion into building the adidas brand in the region
  • Strong team player
  • Very high level of integrity
  • Communication skills, relationship management and empathy
  • Negotiation skills
  • Excellent creative/design/ art direction sense
  • Ability to multi-task and attention to detail
  • Ability to take calculated risks


       Requisite Education and Experience / Minimum Qualifications:

  • Minimum of 10 years'experience in the advertising or communication dept.
  • Previous experience in advertising, PR, and Creative Services in China; Previous experience with media / social in China
  • Knowledgeable about China Youth, Sneaker & Street culture.
  • Excellent presentation and organizational skills
  • Exposure – Sports, brand/category marketing, trade marketing
  • Relevant China marketing experience, preferred
  • University Degree or above. Preferably in a marketing or communications related discipline.
  • Outlook – basic; Word – advanced; Excel – advanced; PowerPoint – advanced
  • Fluent in English and Mandarin (written and spoken).
  • Mandarin Chinese as native language preferred
  • Passion for sports

adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an Equal Opportunity Employer.

Job Title:  Director Sneaker Culture

Brand:  adidas
Location:  Shanghai
TEAM:  Marketing & Communications
State:  31
Country/Region:  CN
Contract Type:  Full time
Number:  317728
Date:  Apr 6, 2021