Eric Xu

Eric Xu is a Shanghai-based creative professional with over 13 years of experience in digital copywriting, brand marketing, and editorial leadership. Currently, they serve as a Senior Creative Copywriter at adidas China, leading digital copywriting and campaign concept development. Previously, Eric held significant roles at HYPEBEAST China, where they oversaw editorial strategy and dramatically increased social media followings, and at Alibaba Group, where they managed a leading streetwear and sneaker channel. Eric's unique blend of creativity and strategic thinking enables them to thrive in fast-paced environments, consistently delivering impactful results.