Product Owner Hype

  1. General Purpose

As the Product Owner for Hype at China Digital Hub (CDH) you are responsible for the quality and strategic impact of a small or medium digital product which is heavily used within our Mobile App platforms. Together with your agile team you work on continuously improving and evolving the product in order to optimize the value for the consumer.

The Hype product area owns the product development for the hype launch experience on all adidas touchpoints across apps (adidas app and CONFIRMED app), web ( and retail (via the hype mechanics in adidas app and CONFIRMED app with store pick up), as well as the underlying core hype launch platform. You will be responsible for the relevant parts of the experience for China:

  • Development of the roadmap for digital Hype capabilities, informed by the hype drop calendar for future seasons
  • Support key Hype launch milestones in collaboration with the Streetwear Brand team
  • Drive the end-to-end planning & execution of new & existing digital capabilities for Hype, focused on consumer engagement and successful sell out
  • Contribute towards strong Hype activations by ensuring digital capabilities supporting the strategy, objectives & market requirements for Hype
  • Research & test algorithms and hype sales processes to maximize consumer engagement while creating a fair and secure experience in alignment with the Sneaker Culture brand strategy.
  • Work with Hype and eCom Operations teams to improve Hype processes for adidas and consumers.
  • Observe, analyze and monitor hype communities (e.g. sneakerheads), their behavior and the hype resell market. Partner with TECH security, devops, data science and engineering teams to understand and counteract malicious behavior (e.g. bots) through product features and operational processes.

You will partner with commercial and Tech teams to define a robust product backlog, managing capability expansion increments and leading the team towards new functionalities & best practice definitions are a few examples of the activities that will be expected from this role. Additionally, you will be cooperating with various internal stakeholders, including China Market and other Digital areas to drive consumer engagement and satisfaction, as well as incremental revenues by delivering digital experiences.



  1. Key Responsibilities 


Scope: Accountable for a digital product of medium complexity


  1. Product Strategy & Delivery
  • Be accountable for the product success considering the value for the consumer and the company (ROI).
  • Specify the product vision and roadmap as well as user stories for WeChat and mobile apps platforms  considering the value for the consumer and the company as well as its role and impact on the adidas digital ecosystem.
  • Closely collaborate with IT delivery management to ensure product delivery in line with the aligned roadmap and committed delivery dates.
  • Identify and solve dependencies with other product owners to ensure efficient delivery.


  1. Stakeholder Management
  • Represent the business for the product, fostering strong relationships with key stakeholders to ensure that their views and requirements are captured in the product backlog.


  1. Backlog Management
  • Prioritize the items in your product backlog with SMART criteria (Specific, Measurable, Attainable, Realistic, Timely). Specify the definition-of-done in cooperation with the product team.
  • Own the refinement of your product backlog to ensure that the product team is delivering the right enhancements to drive consumer and business value.
  • Provide acceptance for delivered backlog items by the team, in line with the definition-of-done.
  • Present product developments to key stakeholders and define together with delivery managers the on-time release of new functionality


  1. Monitoring
  • Be accountable for monitoring, optimization and enhancement of the configuration, features and functionalities related to the product.
  • Use data sources and feedback loops to ensure the team focuses on the right enhancements.
  • Ensure that objective data sources and feedback are used for the optimization of the product.
  • Evaluate product performance/user behavior using data and research, recommend next-step iterations/next phase development and improve product KPIs.
  • Regularly collect and analyze user feedback and data using qualitative (e.g. NPS) and quantitative techniques to better understand how people interact with your product and discover opportunities to improve the product.

Continuously use your own product to discover shortcomings and opportunities for improvement, as well as empathize with the users. Analyze competitors’ offerings to understand if your product is sufficiently differentiated.



  1. Key Relationships:
  • Native Apps Product team (Flagship App and CONFIRMED App)
  • UX/UI and Copywriting
  • Global Hype x CONFIRMED Team
  • Tech teams
  • Sneaker Culture Business Unit
  • Testing and Analytics  
  • Global & Local Digital and Brand organizations



  1. Requirements


  1. Education & Experience
  • Degree with focus on Business Administration, Communication or IT or related areas, or equivalent combination of education and experience
  • 5+ years of experience working in a Digital and/or eCommerce environment
  • 2+ years working as a Product Owner or product management related role, preferably in an Agile working setup
  • Experience working with stakeholders and experts at various organizational levels
  • Experience in creating strong internal business cases to support investment and internal resource requests


  1. Soft-Skills
  • Good communication skills and comfortable presenting to stakeholders at various organizational levels both in person and remotely
  • Solutions-oriented approach and entrepreneurial mindset
  • Basic leadership skills are a plus


  1. Hard-Skills
  • Advanced native mobile apps domain knowledge
  • Familiarity with A/B testing or other multivariate testing
  • Advanced knowledge of Agile working methods e.g. Scrum/Kanban
  • Comfortable working with enterprise-level platforms and technologies
  • Functional knowledge of databases (SQL) or a scripting language a plus
  • Basic understanding of IT
  • Fluent in English both verbally and written

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:  Product Owner Hype

Brand:  adidas
Location:  Shanghai
TEAM:  Digital
State:  SH
Country/Region:  CN
Contract Type:  Full time
Number:  459172
Date:  Jun 17, 2022