Discovering the Heart of adidas Through the Unlimited Internship Program
Kathrin Schmidt shares how taking a leap of faith led her to discover the behind-the-scenes world of adidas, culminating in a dream role.
When I decided to leave a stable job at a PR agency and step into a retail sales role at adidas, I was met with a mix of raised eyebrows and skepticism from friends and family. After all, with a university degree in hand, my pivot to selling jerseys and assisting customers seemed unconventional. But sometimes, the biggest risks yield the most rewarding outcomes.
In early 2022, I joined adidas as a sales assistant at the brand concept store in Herzogenaurach, Germany. My role involved everything from helping customers in the men’s section to personalizing jerseys in the print shop. I also had a hand in setting up product launches and creating engaging displays for new campaigns. It was hands-on, fast-paced, and far removed from the corporate environment I’d come from.
While I enjoyed the work, I couldn’t help but wonder if there was a way to bridge my retail experience with my desire to grow professionally. Little did I know, the opportunity was just around the corner.
Discovering the Unlimited Internship Program
In May 2022, my store manager mentioned an exciting new program: the Unlimited Internship. It was designed to offer retail employees like me a chance to gain experience in the back office, exploring roles that had traditionally been out of reach for those on the shop floor. This was a first-of-its-kind initiative in Germany, modeled after successful programs in the U.S.
The idea of stepping into a six-month internship and diving into roles in Brand Communications, Retail Marketing, and Operations was thrilling. I saw it as the perfect opportunity to explore my potential beyond retail. Encouraged by my manager, I applied for two positions, preparing detailed one-pagers outlining how I would bring adidas’ retail engagement philosophy—“Connect, Engage, Inspire”—to life.
The application process was rigorous, involving HR interviews and conversations with potential managers. When I received the call that I had been selected for the Brand Communications role, I was overjoyed. This was my chance to see a side of adidas I had only imagined.
Behind the scenes at adidas
On September 1, 2022, I began my internship in Brand Communications. For someone who had never worked at a large corporation, it was an eye-opening experience. The team welcomed me warmly, and I quickly learned that Brand Communications wasn’t just about marketing products; it was about crafting stories that resonated with consumers.
My internship included rotations within the three different categories: Running, Football, and Originals. Each rotation offered unique challenges and learning experiences. In the Running team, I supported with events and activations around the Berlin Marathon, handling everything from drafting invitations to managing seeding boxes for influencers. It was fascinating to see how meticulously adidas planned every detail of an event. I even ventured into TikTok, learning how the platform could amplify our campaigns.
The Football team offered a completely different perspective. One of my highlights was a photoshoot in Berlin for the DFB (German Football Association) women’s team away jersey launch. The logistics behind the shoot were intricate—from coordinating with player managers to ensuring samples arrived on time and were camera-ready. Standing on the field, surrounded by players, photographers, and agency partners, I felt a sense of accomplishment. Despite the chilly November weather, the energy and camaraderie of the team made it an unforgettable day.
Finally, my time with the Originals team introduced me to adidas’ heritage and its cultural impact. I worked on projects that celebrated the brand’s legacy while pushing boundaries in style and innovation.
A community like no other
One of the most rewarding aspects of the Unlimited Internship was the sense of community. Although there were only three interns in the Unlimited program, we joined a larger intern cohort at adidas. From the very first onboarding event, where all the interns met for speeches and a campus tour, I felt part of something bigger.
We didn’t just work together; we bonded over shared experiences. I was part of the social committee that organized events like a trip to the Nuremberg Christmas market and a farewell bubble soccer match during offboarding. These moments weren’t just fun; they created lasting connections.
What stood out to me was the diversity of the intern group. We came from all over the world, with backgrounds in everything from design and law to finance and PR. This diversity enriched my experience, offering me insights into areas of adidas I might never have encountered otherwise. It also reinforced the idea that adidas is a global brand with a local heart.
Like any journey, the internship had its challenges. Brand Communications was a fast-paced, dynamic environment, and there were moments when I felt out of my depth. But those challenges were also opportunities to grow. I learned to think on my feet, adapt quickly, and manage multiple priorities—skills that have proven invaluable in my current role.
As the internship came to an end, I knew I wanted to stay with adidas. When a Retail Marketing position opened up, I eagerly applied, knowing the skills I had gained during my internship had prepared me well. After presenting a case study to the team, I was thrilled to be offered the role. On March 1, 2023, I transitioned seamlessly from intern to Assistant Manager Retail Marketing.
Reflecting on the journey
The Unlimited Internship Program didn’t just open doors; it transformed my career. It showed me that taking risks and stepping out of my comfort zone can lead to incredible opportunities. Leaving a PR agency to work in retail might have seemed unconventional, but it was a stepping stone to something much bigger.
Looking back, the photoshoot in Berlin stands out as a defining moment. Meeting players of the DFB Women’s team, helping with the coordination of every detail of the shoot, and seeing the final campaign come to life was surreal. It reminded me of why I took the leap in the first place: to be part of something meaningful.
Another unforgettable highlight from my internship was the day we hosted the Gurk Brothers—two football influencers known for their playful humor—on campus. Miri, an intern in the PR department who became a close friend during the program, and I spent the whole day with them. We started with content creation for the Qatar World Cup Footwear (FTW) pack on the Adi Dassler football pitch, followed by a visit to the promo shop, and ended the day exploring the adidas Archive. The archive experience was incredibly special to me, as it offered a unique glimpse into the rich history and innovation behind the brand. Looking back at the photos from that day still fills me with pride and nostalgia, especially as someone who grew up in the area.
Advice for future interns
If you’re considering the Unlimited Internship, my advice is simple: go for it. Be curious, connect with others, and embrace the experience fully. The program is designed to give you a holistic view of adidas and to help you find your place within the company.
Build relationships with your peers and colleagues. The network you create during the internship can be invaluable. Don’t hesitate to step outside your comfort zone and explore areas you’re unfamiliar with. Every challenge is an opportunity to learn and grow.
Looking ahead
Today, I’m responsible for football campaigns in adidas retail stores across Europe. It’s a dream role that allows me to combine my passion for sports with my professional skills. I’m particularly excited about upcoming projects, like the 2026 Football World Cup. My ultimate goal? To work for adidas abroad and contribute to global campaigns.
For anyone on the fence about applying to the Unlimited Internship Program, remember this: sometimes the most rewarding journeys start with a leap of faith. Trust yourself, take the chance, and you might just find your dream career—like I did.
