When a Job in Retail Opens Unlimited Opportunities

The ‘Unlimited’ internship program was initially launched in North America before expanding into Europe. It’s an inclusive program designed to break down barriers: In addition to the traditional university pipeline for internships, Unlimited creates a unique way of attracting, recruiting, promoting, and retaining the best talent from adidas retail stores and distribution centers. 

By emphasizing potential over experience and focusing on transferrable skillsets, motivation, and adidas’ Values, the Unlimited Program actively seeks to recruit a diverse range of participants from various backgrounds, ensuring a mix of perspectives.  

Bernadette Zuñiga, Visual Merchandising team lead at adidas’ flagship store in New York City; Jennifer Cherry, Project Manager, Stores and Operations; and Donae Gordon, Assistant Manager for Partner Publishing, share their experiences with the Unlimited program and give an internal perspective on how adidas ensures its people get to be the best versions of themselves. 

Donae’s story: From the shop floor to social media 

I’m Donae Gordon, Assistant Manager for Partner Publishing – Originals & Training at adidas UK. I’m part of the UK Newsroom team, managing relationships with influencers and content creators across social and brand. I focus on ensuring these collaborations feel authentic while staying true to the campaign message. I’ve been with adidas for just over five years, starting as a generalist on the shop floor before working my way up into marketing, with a focus on social media. 

Push your limits 

My experience in the Unlimited program was all about pushing myself to my limits — never being too comfortable and always striving to give 100%. I first discovered the program through an email after creating product decks to train the shop floor team.  

The application process was an exciting challenge for me because it was an opportunity to gain additional experience and take a step closer to securing a role on the brand team or at a corporate level. At the time, I knew I wanted to pursue a career in social media, but I was still figuring out which path was the right fit for me, whether digital publishing, partner publishing, or community management. The internship helped me find my way. 

If anything, the only negative for me was that the internship lasted only 6 months. 

Formulating a plan for the future 

Instead of dwelling on what I couldn’t control, I focused on what I could. I returned to retail but leveraged my network, having built strong relationships with the Own Retail Activations Team during my internship, offering support whenever possible. While still working on the shop floor and training my team on the latest products I made, I was still involved, hoping that another opportunity would eventually come my way. 

Five months later, my persistence paid off. A vacancy opened within the Own Retail Activations team, and thanks to my previous experience assisting the team, I had already gained relevant knowledge and skills. I jumped at the chance to apply, secured the job, and got to work with an incredible manager who always pushed people to do their best while also allowing us to flourish when and where possible. 

A year and a half later, there was an opening in the UK Newsroom team, and I saw it as my moment to go that extra mile once again. With my previous social/newsroom experience, my network’s support, and my experience handling talent and partner relationships, I seized the opportunity — and the rest is history. 

Never underestimate the skills you take from the store 

Retail is often overlooked, but it builds invaluable skills: resilience, patience, and strong communication. Being a team trainer helped me develop my public speaking skills, understand how different people work, and navigate a fast-paced environment. All of which are skills I now use to this day.  

The connections I built during my time in both Retail and the Unlimited program continue to be invaluable, as I can always rely on trusted colleagues and stakeholders when needed. 

Bernadette’s story: NYC to the world of digital 

I'm a Visual Merchandising team lead at adidas’ flagship store on 5th Avenue in New York City. I bring our brand to life through storytelling, consumer journey strategy, and campaign in-store experiences, ensuring our space not only looks visually compelling but also drives engagement and sales. 

From retail to digital content and back again 

The Unlimited program offered me the chance to change my career post-graduation, allowing me to get hands-on experience beyond retail. Through mentorship, project-based learning, and direct exposure to HQ teams, I expanded my skillset in digital marketing, campaign development, and cross-functional collaboration.  

It was an incredibly valuable experience for me. I was with the Direct-to-Consumer Marketing Digital Content team, which allowed me to be part of the campaign development and enabling process for our U.S. & Canada digital touchpoints (adidas.com and the adidas mobile app).  

I gained insight into how brand messaging is developed and adapted across markets. I was trained in copywriting, asset feedback, and campaign execution, which deepened my understanding of how digital storytelling influences consumer engagement. And I got to actively apply these new skills during my time on the team. 

Because of my visual merchandising skills, I was entrusted to assist with product planning, styling, and merchandise organization for the ‘Holiday Campaign’.   

It was very cool to come back to the store and see it all in full effect. Seeing my work come to life both online and in-store was a full-circle moment! 

A shift in perspective 

Being part of a campaign photoshoot gave me a new perspective on how products are styled, positioned, and communicated in a way that connects with consumers across multiple touchpoints.  

I pay closer attention to how key products are heroed, how styling choices influence consumer perception, and how our merchandising can reinforce the same brand messaging seen online. This experience sharpened my ability to think beyond just the store environment and consider how our visuals contribute to the larger brand narrative.  

Learning on the job 

Coming from a retail store, understanding the complexities of digital content marketing for a global brand was new. Everyone from my team helped me bridge this gap – assistant managers, senior managers, directors, and the vice president – through mentorship and hands-on training.  

Exposure to cross-functional teams also gave me a broader perspective on how digital marketing and retail activations work together. This knowledge has strengthened my ability to connect in-store experiences with global brand strategies, making my approach to visual merchandising more impactful and aligned with adidas’ overall vision.   

But the education goes way beyond what I learned on the program… 

Cultural perspectives 

During the Unlimited program, I also had the opportunity to engage with adidas’ Employee Resource Groups (ERGs), which gave me a deeper understanding of the diverse perspectives within the company and also provided a platform for employees to share their experiences and ideas. 

My colleagues not only ensured that I knew about ERGs, but they also embraced my decision to attend meetings. Lunches and events were meaningful ways to celebrate diversity, have conversations, and strategize. I also created bonds that provided me ongoing support and mentorship from colleagues across different backgrounds. Building with people across teams and backgrounds has enriched my understanding of people’s experiences and the talents everyone brings to the brand.   

Jennifer’s story: A backdoor into project management 

I was on the eCommerce Planning team during my 2021 Unlimited internship. Here, I developed retail-specific skills related to promotions and forecasting. But beyond that, employees who go through the program are equipped with a variety of valuable skills, enabling us to transition into corporate roles.

Knowing how the business works  

I gained a better understanding of business acumen: Understanding the broader business operations beyond retail, including insights into corporate strategies and decision-making processes. I learned valuable lessons in project management, from planning and execution to monitoring and completion, which is crucial for corporate roles – especially given my current position. I also honed my technical skills, gaining proficiency in various software and tools used in corporate settings, such as data analysis and project management software.  

And finally, I learned about the true value of cross-functional collaboration. Employees often engage in projects that require them to work with various departments, such as marketing, product development, and supply chain. This exposure helps them understand different aspects of the business and fosters a collaborative mindset. 

It was such a great experience and the skills I’ve developed have transferred into my current role as I work with many teams within Retail Back Office and other departments across the brand to help drive business across our retail fleet. 

Development opportunities beyond the Unlimited program 

While the Unlimited program shifted my career path into the corporate world, adidas continues to offer a wide range of development opportunities for all employees. There’s a strong emphasis on employee growth through various initiatives that have also helped me along the way. 

The company is very passionate about all forms of betterment – not just on-the-job learning. The Learning Hub is a digital learning portal that provides employees worldwide with access to skill-building resources and curated content, promoting continuous learning and development, including access to industry renowned platforms like LinkedIn Learning. 

When performance and development align 

We also have #MYBEST – adidas’ performance management approach that is centered on future development by nurturing an open feedback culture where leaders coach their teams and support each other in achieving our best.  

As part of #MYBEST, employees are challenged with setting a 90-day plan with their line managers. This creates targets for both the intern and line manager to work towards during the quarter. 90-day plans also include room for 10% of their schedule to be focused on professional development, which can be weekly coffee chats, online trainings, or collaborating with our Employee Resource Groups.  

Giving interns the autonomy to pursue their passion allows them to grow both professionally and personally. Coffee chats are also excellent and allowed for my learning from the multitude of teams and varying skills and knowledge bases. 

The Unlimited program is just one of adidas’ many development programs designed to retain and elevate talent. If you’re interested in starting a career at adidas, check out our careers site for an overview of all our open positions. Who knows, you might be the next Jennifer, Bernadette or Donae!