Vladislav Lazarov

Vladislav Lazarov

Formal First Name

Vladislav Lazarov is the Global Head of Product for Web3 at Adidas. Prior to his current role, he was adidas' Global Senior Director of Digital Products, responsible for the strategic vision and delivery of all adidas commercial mobile applications. Lazarov is passionate about technology and has extensive experience in the delivery and deployment of mobile end-to-end solutions. He has worked on some of the biggest mobile systems in the German iOS and Android stores and on the global mobile applications presence of adidas. Prior to joining adidas, he was a Technical Product Manager and Senior Software Engineer at CaperWhite, where he managed the development of the #1 ranked German App Store for the Manufacturum iPad app and Lidl iPhone app.

Professional Experience

Academic History


  • Lazarov was responsible for the strategic product leadership for the hype launch platform across all channels, including web, apps and retail.

  • He led the team responsible for all consumer facing in-store touchpoints for the adidas online to offline experience in their own retail and franchise stores.

  • He also led the digital capabilities strategy and product development for new circular business models around product take back, upcycling and e-commerce.


  • He managed the development for the retail sales associate application of Frankonia & SportScheck within Germany.

  • He developed an app for sales representatives of Bayer AG and the DB Navigator app and its underlying platform.