Purpose & Overall Relevance for the Organization:

Execute the Media Relations strategy, create key media relations to generate quality, on brand coverage and earned media across news, sport, lifestyle, culture, art, music and fashion.  Implement relevant tools, events and opportunities to educate and inspire consumers about adidas products, athletes and initiatives.

Key Responsibilities:

• Support development of Media Relations & PR plans to support the adidas brand priority concepts, categories, products, campaigns, and events primarily through product placement and pitching stories across lifestyle, culture, sports, art, music and fashion press.
• Develop plans and execute results driven PR programs that align with brands vision and business goals
• Build a strong media network across sport, fashion, lifestyle and news media and support execution of media events (press conferences, interviews, media days) with adidas ambassadors
• Become the knowledge source of key media trend under responsible category through daily interaction with key media
• Execute daily operation of media showrooms for Originals including seasonal press days and elevated media events, and integrate with all internal departments
• Support execution of strategic plan of how adidas ensures a permanent presence in the online titles (beyond just campaigns) with measurable KPI’s that affect brand health
• Support driving traffic to eCom by consistently linking all online coverage to .com and by establishing an ongoing alignment with the SEO team.
• Support planning, KPI setting and reporting against the key campaign calendar for Public Relations
• Support information flow across the Global and local PR network
• Support best practice sharing across all areas and agencies

Key Relationships:

• Local Brand Activation (Communications, Digital, Media, Retail, Sports Marketing)
• Tokyo Newsroom Social Team
• Global PR
• Local Cultural Marketing
• Local BU
• External Agencies (PR, Event)

Knowledge, Skills and Abilities:

• Mid level of strategic thinking and growing list of media contacts in the industry
• Ability to collaborate with internal and external cross-functional groups: brand activation, sports marketing and cultural marketing.
• Solid understanding of consumer messaging and brand reputation.
• Affinity with cross-channel PR and a strong background in media relations, journalism / writing, digital PR / social media and product leasing.
• Broad understanding of and passion for the lifestyle and culture industry.
• Strong written and verbal skills in Japanese, interpersonal and communication skills
• Experience in writing press release in Japanese a plus
• Strong presentation and organizational skills
• Business level in English and advanced skills in Microsoft Office Suite.

Requisite Education and Experience / Minimum Qualifications:

• University Degree in PR, Marketing, Communications or equivalent professional experience.
• Minimum 3 years of relevant work experience.