Purpose of the role
In this role, you will own and grow relationships with key fashion and lifestyle wholesale partners, acting as a strategic driver of revenue, brand presence, and cultural relevance.
With a strong understanding of the fashion ecosystem, you’ll connect the dots between product, influencer marketing, PR activations, and commercial success.
You’ll ensure that adidas is seen not just as a sportswear brand—but a fashion-forward leader with a credible voice in streetwear and lifestyle.
Key Responsibilities:
1. Lead and develop strategic account plans for key fashion/lifestyle wholesale partners (e.g. concept stores, trend retailers, premium online boutiques), driving both sell-in and sell-out performance.
2. Act as the primary contact for wholesale accounts with fashion influence—building long-term relationships based on credibility, trend alignment, and mutual brand elevation.
3. Collaborate on seasonal go-to-market process: from product segmentation and line reviews to tailored storytelling, and influencer-led campaign integration.
4. Identify whitespace opportunities within accounts for exclusive capsules, curated product edits, and limited-edition drops.
5. Partner with PR, brand communications, and influencer teams to co-create high-impact campaigns (e.g. Fashion Week moments, store launches, digital collabs) tied to wholesale activations.
6. Translate data, fashion insights, and market feedback into business strategies that elevate adidas’ brand image across trend-forward retailers and digital platforms.
7. Monitor and influence orderbook management, conversion, and replenishment processes to maximize account productivity and availability of hero styles.
8. Liaise with the marketing team to boost product presentation, social presence, and campaign execution across digital and in-store environments.
9. Conduct regular market and competitor analysis (SWOT) to stay ahead of trends and advise product and merchandising teams on assortment needs.
10. Collaborate closely with internal functions (GTM, FP&A, demand planning) to drive account growth and operational excellence.
11. Track and report on performance KPIs, ensuring both short-term sales targets and long-term brand equity goals are met.
Knowledge, Skills & Abilities
12. Proven track record in key account management or sales within the fashion, streetwear, or lifestyle industry.
13. Deep understanding of fashion trends, cultural drivers, influencer ecosystems, and the intersection of product and storytelling.
14. Strong commercial mindset with the ability to balance brand elevation and business results.
15. Confident communicator with credibility in buyer meetings, internal stakeholder briefings, and creative discussions.
16. Strategic thinking and analytical skills; able to interpret performance data and market signals into actionable account strategies.
17. Agile, collaborative, and entrepreneurial approach, with a hands-on attitude in a fast-moving environment.
18. Advanced proficiency in Excel, PowerPoint; knowledge of SAP, Power BI is a plus.
19. Fluent in Italian and English.
Education & Experience
20. University degree in Fashion Management, Business, Marketing, or Communications.
21. 3–5 years of relevant experience in fashion wholesale, key account management, and retail luxury goods.
22. Strong network within the fashion, streetwear, and media/influencer space is highly desirable.