Playing Point Guard for Adidas Product Management

When Rachel Cain ‘21 graduated from the University of San Francisco’s Sport Management program, she had one goal in mind: basketball. She didn’t know exactly how she would get there, but she was certain the sport would be at the heart of her career. Today, as an Assistant Product Manager at Adidas, Cain is living that vision, channeling her love for the game into one of the most competitive spaces in the industry: basketball footwear.

Cain likes to think of her role as playing point guard. Just as a point guard connects teammates on the court, she connects people and ideas across the product marketing process. She works with designers and developers, manages external partnerships such as with Overtime Elite, and oversees promotional projects and launches for hype products like 3SSB. As an Assistant Product Manager, she also takes part in special market units specific to regional markets. For example, Cain played a key role in releasing a special product in the Philippines. “The goal is to tell stories geared toward the Filipino consumer,” she explained. With all products, international or domestic, Cain ensures that every release tells an authentic story that resonates with athletes.

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When it comes to large Adidas-sponsored events such as the McDonald’s All-American Game, Cain is always conscious of the McDonald’s Foundation’s brand guidelines while also striving to capture the ethos and excitement of the athletes. With NIL deals now at the forefront of high school and collegiate sports, Cain recognizes that these athletes receive a lot of gear throughout the year. She wants to make sure the products they receive not only perform well but also look good. The question she often asks herself is, “How do we make something new and exciting that they want to wear, not that they have to wear?”

Her process starts with writing a creative brief that captures the spirit of the product. From there, she collaborates with design to bring samples to life, refining along the way until the product is ready for the spotlight. She collects feedback from testers before deciding which shoe to send to a wide variety of Adidas events, including the McDonald’s All-American Game. When a shoe is ready for release, she determines how it can be marketed, either through traditional campaigns or internally without additional marketing spend. For example, the McDonald’s All-American Game and AAU tournaments serve as organic marketing opportunities, showcasing the shoes as athletes wear them in competition.

Getting to Adidas wasn’t a straight line. Like many in her cohort, Cain’s early career was upended by COVID-19. Internships disappeared, classes moved online, and traditional entry points into the sports industry seemed to vanish overnight. She experimented with roles in event operations and community relations, but they didn’t feel right. Basketball, though, remained her north star.

She eventually landed at Nike as a sales associate in the shoe department. The work was humble but invaluable; Rachel learned every detail of each product, guided customers to the right fit, and developed the confidence that comes from knowing your craft inside and out. That experience, coupled with her relentless focus on basketball, inspired her to pursue a career in product management. Her deep knowledge of Nike’s footwear lineup gave her the foundation to apply for a product role with Adidas. She highlighted her attention to detail, passion, and personal connection to basketball, which helped her stand out among a large pool of applicants.

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Throughout the interview process, she spoke authentically about her journey with basketball, used her “coaching voice,” shared laughs, and remained confident. During her final panel interview, she recalls leaving the room saying, “Thank you so much. I have to run to practice, but I can’t wait to start.” She believes that this take-charge attitude helped her stand out and ultimately land the job. Cain began as a coordinator, thrived in the company’s culture, and steadily grew into her current position.

Cain credits her time at USF with preparing her for the pressures of the industry. Entering the program without any direct sports experience, she often felt surrounded by peers who were already steps ahead with internships or jobs. Rather than discouraging her, that environment fueled her drive. “Iron sharpens iron,” she reflected. “Diamonds are created under pressure.” With the same competitiveness that once fueled her as an athlete, she poured herself into the work and carved out her place in sports.

Looking back, Cain’s advice for others hoping to follow a similar path is simple: be confident, genuine, and personal. “Highlight your connection to the sport or the product,” she said. “The interviewer wants you to be the perfect person just as much as you want to be.” For Cain, that connection has always been basketball, and it continues to shape every step of her career.