Manager Sneaker Culture

Manager, Sneaker Culture


Area:                                                                                        Brand adidas GCA

Department:                                                                           BA / Brand Communication Originals

Direct Reporting Line:                                                          Senior Manager Sneaker Culture

Indirect/Secondary Reporting Line:                                     

Subsidiary/Country:                                                              GCA

Location:                                                                                  Shanghai

GSMS Grade:                                                                                 M4

Number of Personnel Managed:                                          

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:

  • Build & maintain an effective local sneaker community.
  • Planning & Creating the creation of content toolkit for Sneaker Communication.
  • Key contact window with global and GCA cross-function teams


Key Responsibilities:

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.


Campaign Tools Creation for Sneaker Communication

  • Drive the creation of sneaker content toolkit for GCA, cross touchpoints.
  • Monitor smooth handover campaign toolkit to country cluster Brand Communication teams for execution


Interface with global and GCA cross-function teams

  • Lead the interaction with GCA BU & CtC to determine the key seasonal articles for campaigns



  • Other job-related work assigned by supervising manager



  • On time launch of campaigns
  • 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
  • Sports Marketing 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 5-8 years’ experience in the advertising or communication dept. (I may want to explore candidate out of the international company too who may better fit-in with the local sneaker culture)
  • 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:  Manager Sneaker Culture

Brand:  adidas
Location:  Shanghai
TEAM:  Marketing & Communications
State:  31
Country/Region:  CN
Contract Type:  Full time
Number:  328312
Date:  Jun 11, 2021