Justin Wallace
hello
Justin Wallace
I'm Justin

I'm a Product & Portfolio Manager for physical goods and an experienced strategic partner for creative teams.

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Selected Work

The core kids hydration line, designed to win over cautious parents and excite kids at the same time.

What I owned
Managed and developed air up's core kids product line, leading an agile, cross-functional team. Owned the research into where and how kids use bottles, where parents hit friction, and what colors, motifs, and trends genuinely excite a 6–10 audience.
Approach
A user-centric strategy that looked at the full journey for kids aged 6 to 10, and the parents buying for them. The bottle had to be something kids genuinely wanted to use and show off, because increasing hydration was the real goal. Feedback from parents later shaped an in-line design change that made the drinking experience and everyday handling even easier for small hands.
Outcome
Sold over 1.2 million bottles in its first year, expanding air up's kids and family segment to over 50% of the total customer base.
air up Click bottles in five colorways on a basketball court
air up Click · colorway range
Kid drinking from an air up Click bottle outdoors
air up Click · in use

Brand Hype and Relevance built through bold fashionable hydration, engineered around scent-based flavor.

What I owned
Drove the trend research and persona-building, led the agile design team through technical development of all parts for both the hardware bottle and accessory cross-body strap, and co-owned the go-to-market plan with the Head of Marketing.
Approach
Focused on emotional engagement and explored the tensions products bring their users sitting between Cultural Fluency and disruption. A round "O" silhouette with a cross-body strap, built on air up's Scentaste™ flavor technology and aimed at a Gen-Z audience for high-energy social occasions. A shape and functionality that were both familiar and completely new for the audience. Launched with a "Whisper to Shout" strategy, seeding buzz and earning engagement before going loud with our own campaign.
Outcome
Previewed on the Paris Fashion Week runway with designer Florentina Leitner, then featured in Grazia, Harper's Bazaar, InStyle & Cosmopolitan, plus a placement on Germany's Next Top Model. It is also the first air up product taken up by Urban Outfitters US in 50 physical retail locations, as well as the UO UK online shop.
air up O bottle with shoulder strap
air up O · product
air up O worn crossbody, woman seated outdoors
air up O · product

Made-to-order eyewear, 3D-printed to fit each individual face.

What I owned
Product lead on a first-of-its-kind bespoke line, aligning Product, Marketing, Operations, and IT. Through extensive market research and user testing, I briefed and built an expansive collection that was both operationally efficient and successful, while remaining customer-centric.
Approach
Turned an industrial laser-sintering (3D-printing) process into a premium, near-zero-waste retail line. Collection launched in 2017 and refreshed in 2024 through the addition of beta-titanium temples and adjustable nose arms for an even finer fit.
Outcome
Ran for 8 years across two generations, with +10% units sold and a +20% higher average order value than the standard acetate collection, serving over 60+ SKUs from just 8 frames on the wall.
VIU Archetypes 3D-printed frame balanced on a fingertip
3D-printed frames
VIU Archetypes frame worn, close portrait
The finished frame

Technical hunting gear built for the harshest conditions on earth.

What I owned
As freelance PM, set up the brand's project structure and go-to-market planning, built the product-data structure for tracking and sharing assets, and supported campaign content for new launches.
Scope
Rainwear, merino base layers, and expedition duffels and sleeping bags, developed alongside the founder and technical apparel designer.
Why it's here
I'm passionate about sports and technical performance gear, and that includes hard and soft goods. The technical gear from Canis shook up the industry with new constructions and fabric compositions that caught the eye of customers who value quality.
Canis Altai midlayer jacket
Canis Midlayer
Canis expedition duffel
Expedition duffel

Sport eyewear for athletes who wanted innovative materials and credibility from their optician without compromising on performance or price.

What I owned
Led the product design team to bring concepts to life through development and iterative prototyping, and took a limited-launch prescription sport line to market on market insight and business analytics. I organized extensive user-testing and coordinated the go-to-market rollout with the Head of Marketing.
Products
Performance Shields (The Chase, The Sprint) with interchangeable lenses for any condition; prescription sport frames (The Defiant, The Elite) for road and water athletes.
VIU Performance Sport · The Sprint shield
The Sprint
VIU Performance Sport · The Track shield, worn
The Track
How I Work

The discipline behind how I take a product from first idea to launch day.

Every project starts with the identification of a user need not being met. I dive further into market and trend research, user and persona insights, and competitive context. I turn that into a clear product vision, positioning, and concept, grounded in data and discoveries, so the direction is validated before development begins.

Market & trend research · User & persona insight · Positioning & concept · Business analytics

I translate strategy into roadmaps, timelines, and milestones, then run delivery with the given team. That has meant working in agile sprints as well as more traditional cross-departmental, stage-gated/waterfall developments. I own the product data, specs, and backlog, so priorities stay clear and everyone knows what to build next.

Roadmapping · Timeline & milestone planning · Agile / scrum · Backlog & specs · Product data

I lead cross-functional teams across Design, Insights, Operations, Marketing, and IT, keeping stakeholders aligned throughout the creation process. In the past, I've co-owned the go-to-market plan and managed the vendors and partners to ensure we get the product out the door. As a PM, alignment is key to bringing products to life successfully.

Stakeholder alignment · Cross-functional leadership · Go-to-market · Vendor & partner management

About

Currently based in Munich, Germany. I'm also a passionate, competitive athlete inspired by technical and performance products.

Experience

2025 – Now
Senior Product Owner
air up · Drinkware & Accessories
2022 – Now
Freelance PM & Planning
Canis Athlete · Sport & Outdoor
2015 – 2024
Senior Product Manager, Team Lead
VIU · Eyewear
2011 – 2015
Sales Support & Ops · Team Lead
K2M · Medical Devices
Justin Wallace hiking in the Bavarian Alps

Creating good products starts with a conversation.

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