Justin Wallace
hello
Justin Wallace
I'm Justin

I'm a product and portfolio manager. 12 years experience in hard and soft goods, identifying strategic opportunities and leading cross-functional teams to bring products from concept to market.

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Selected Work

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 design team through development, and co-owned the go-to-market plan with the Head of Marketing.
Approach
A round "O" silhouette with an over-the-shoulder strap, built on air up's Scentaste™ flavor technology and aimed at a Gen-Z audience for high-energy social occasions. Launched with a "Whisper to Shout" strategy — seeding buzz and earned engagement before going loud in launch.
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.
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 8 years across two generations — +10% units sold at a +20% higher average order value compared to the standard acetate collection — and served 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 with no room to compromise.

What I owned
Brought designer concepts to life through development and iterative prototyping, and took a limited-launch prescription sport line to market on market insight and business analytics.
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 the work — how I take a product from first idea to launch day.

Every project starts with trend and market research, user and persona insight, and competitive context. I turn that into a clear product vision, positioning, and concept — grounded in business analytics, 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 in agile sprints. 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, Operations, Marketing, and IT, keeping stakeholders aligned through iterative prototyping. Then I co-own the go-to-market plan and manage the vendors and partners that get the product out the door.

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

About

Currently based in Munich, Germany, shaping drinkware and accessories at air up. 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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