When I was a child, trips to Herzogenaurach were like holiday for me – the entire family came along when we drove down the motorway to shop at adidas. My vision of my future career became clearer with every visit to the crowded outlet store. Hence, I was sure that my education had to have something to do with sports. That was my plan, but sadly my parents had different ideas. I was persuaded to study business at the academy in Mannheim. To be fair, a solid education sounded like a good start to kick-off my career in the ’3-Stripes sporting goods industry’. After my studies the road ahead was not quite as straight when I discovered my passion for journalism. Sports journalism, of course. After various positions in print, radio and particularly TV stations, with the Bavarian broadcasting corporation (Bayerischer Rundfunk) in Munich, I joined the adidas PR department in 1996 to become acquainted with the so-called ‘other side’. Finally I had made it. One of my first tasks was to organise a press conference with Steffi Graf. Not a bad start. Even better that my job stayed that exciting and there have always been amazing opportunities to meet interesting people up until now. As Senior Director PR, I am the contact partner for media in Central Europe. My team is the company’s business card: we´re responsible for adidas brand and product PR which is a key part of the Newsroom Germany. Every year we reply to around 10,000 media requests in the areas of sport and sports lifestyle. We communicate with traditional journalists, bloggers, influencers and creators and are available 24/7. We arrange interviews with our athletes and spokespeople and present new products to the public in a highly visible way. What I really love about my job? Not a single day is like any other. I definitely found my dream job!
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