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Purpose & Overall Relevance for the Organization
Lead the strategic direction and cultural positioning of the adidas Originals Footwear business in Greater China. This role is responsible for ensuring Originals maintains its leadership at the intersection of sneaker culture, streetwear, and fashion-forward consumer expression by translating global brand equity into locally resonant product and storytelling strategies that drive commercial success.
Key Responsibilities
- Develop and drive the 3–5 year Originals Footwear category strategy in alignment with Global BU and GCA brand priorities.
- Set category vision, strategic objectives, and financial targets across Retail, eCommerce, and Wholesale.
- Lead pricing architecture, channel allocation, seasonal range selection, forecasting, inventory management, and sell-through performance.
- Manage the lifecycle of key footwear franchises, including Classics, Court, and Lifestyle Running.
- Influence Brand Communications, Channel Buying, Retail, Visual Marketing, and other cross-functional partners.
- Embed streetwear culture and Gen-Z insights into merchandising and marketing decisions.
- Shape product creation with Global BU, Creation Center Shanghai, Product Management, and Design.
- Identify emerging categories, SMUs, collaborations, and head-to-toe storytelling opportunities.
- Build a performance and development culture, develop high-potential talent, and manage category OPEX and travel expenses.
Knowledge, Skills and Abilities
- Category strategy, range planning, assortment architecture, pricing, margin, channel allocation, franchise lifecycle, OTB management, and monthly flow planning.
- Strong financial, analytical, communication, negotiation, influencing, and stakeholder-management skills.
- Expertise in lifestyle footwear, sneaker culture, streetwear, Originals products, and Asian markets.
- Ability to translate sell-through data, consumer insights, and market trends into actionable merchandising strategies.
Requisite Education and Experience
- 10+ years of experience in merchandising/product, marketing, sales, or retail, with significant lifestyle footwear, streetwear, or fashion-led category experience.
- University degree in Business or equivalent professional experience; MBA preferred.
- Experience managing a global matrix organization and in sporting goods or premium lifestyle/fashion footwear.
- Fluent English and Mandarin required.
- Experience working across cultures or in regional teams.
- Willingness to travel up to 20% of the time.
Culture and Inclusion
adidas fosters an athlete’s mindset through courage, ownership, innovation, teamplay, integrity, and respect. The company is committed to diversity, equity, and inclusion across its culture and talent processes.