What do you actually do? I get asked this question a lot, and the best way to explain it is through concrete examples of my work. Here’s an overview of projects, ideas, and concepts from my previous jobs—and I’ve included a few takeaways for each one.
Personal Branding Workshop
During the winter semester of 2025/26, I had the opportunity to conduct a Personal Branding Workshop at Hof University of Applied Sciences (FH Hof) and the Einstein 1 Startup Center.
Working with the DFG Research Group "Understanding Social Relationships" at the University of Göttingen and the German Primate Center, we developed an exhibition concept in collaboration with Forum Wissen.
When adidas opened its new flagship stores in New York City and London, we collaborated closely with the Retail and Design teams to integrate the brand’s heritage into the store environments.
Germany served as the host for the 16th EHF European Handball Championship in 2024. The opening match between Germany and Switzerland in Düsseldorf set a spectacular world record attendance of 53,586 spectators.
In 2025, I developed a mindset workshop concept for the Start-Up Lab at Hof University of Applied Sciences (FH Hof), focusing on the power of perspective.
From 2012 to 2020, I was responsible for the adidas Brand Exhibition—an internal showcase at the heart of the company headquarters designed to narrate both the history and the unique stories of the brand.
As part of Roland Garros 2025, the iconic Grand Slam tournament in Paris, we organized a premium event for tennis partners from across Europe to launch the new adidas Ubersonic 5.
