Purpose & Overall Relevance for the Organisation:

As the adidas Senior Specialist, Brand Coach for New Zealand, you’ll be the product knowledge expert for running, while also supporting rugby, football, basketball, and other sports categories. Your role will focus on delivering engaging product education, inspiring in-store and digital training, and creating memorable consumer experiences such as wear tests and activations. By partnering with key accounts and communities across New Zealand, you’ll help strengthen adidas’ presence, drive sell-through, and elevate the overall brand experience.

Key Responsibilties:

• Deliver high-quality training sessions and consumer activations that showcase adidas products and technologies across running and other key categories.

• Support priority accounts (Shoe Clinic, Frontrunner, Rebel Sports, The Athlete’s Foot, and specialty stores) with tailored training and product knowledge solutions.

• Build and maintain strong relationships with retail partners by understanding their customer base, needs, and growth opportunities.

• Adapt global training tools to suit the local market, while ensuring consistency with adidas’ brand standards.

• Provide seasonal product training and ensure resources are clear, relevant, and accessible to partners and staff.

• Use sales and performance data to identify opportunities to enhance training effectiveness and product sell-through.

• Inspire confidence in retail staff through product storytelling, practical demonstrations, and customer engagement strategies.

• Organize and support community running and consumer events (virtual and in-person) to build awareness and connection.

• Collaborate across Sales, Marketing, Sports Marketing, and Omni-Channel teams to align training with market priorities.

• Represent adidas at expos, races, and national events, ensuring a premium consumer experience.

• Track and report on activities weekly and monthly, measuring training impact and gathering insights from the field.

Key Relationships:

• Omni-Channel Marketing Activations Team

• District Trainers (DTS)

• Sales Team

• Lead Business Analyst

• Sports Marketing Teams

Knowledge, Skills and Abilities:

• Strong facilitation and coaching skills with the ability to educate, motivate, and connect with different audiences.

• Excellent project and time management skills; comfortable managing multiple priorities.

• Solid understanding of omni-channel retail and sports marketing environments.

• Confident communicator with strong presentation and interpersonal skills (in-person and virtual).

• Strong team player, adaptable, and collaborative across functions.

• Fluent in English, with strong written and verbal communication skills.

Requisite Education and Experience / Minimum Qualifications:

• Bachelor’s degree preferred.

• 3+ years’ experience in retail, training, events, sales, or customer engagement.

• Proven experience delivering presentations or training sessions to varied audiences.

• Knowledge of retail operations, merchandising, and consumer engagement practices.

• Comfortable participating in and supporting running events and activations.

• Genuine passion for running and awareness of industry trends and product innovations.

• Highly motivated, flexible, and organized.

• Proficient in Microsoft Office (Outlook, Word, Excel, PowerPoint).

• Willingness to travel up to 30% of the time.

• Valid Driver’s License and reliable vehicle recommended.