MICHAEL O’NEILL

Creative direction across HOKA’s global partnerships, including IRONMAN and UTMB.

I helped create the HOKA brand after a career spanning advertising and marketing roles in both the US and UK, working with cross-brand (and cross-national) teams, leading initiatives and running people and campaigns.

I opened my ad agency’s first US office, where I collaborated with icons like Peter Moore at adidas. I worked with corporations and early stage companies as well as bootstrapping an award-winning and sustainable consumer product, which found its way into the Smithsonian National Museum of Design. 

I now work upstream of growth and brand decisions, focusing on judgment, restraint, and long-term credibility. My role is to reduce risk before it becomes cost by deciding what not to formalize, narrate, or chase as scale applies pressure.

I’ve spent my career helping heritage and performance-led brands grow without over-explaining what made them trusted in the first place. When this work is successful, decisions stick longer, fewer initiatives need fixing and
the brand feels bigger without sounding louder.

2016—2025

HOKA: Global Brand
Steward

| Scaling a global performance brand without fragmentation |

ROLE
Helped define and scale HOKA’s global brand expression from early growth through $2B+ — establishing creative standards across product, partnerships, retail, and marketing.

OUTCOME
•Established and applied scalable creative frameworks across global campaigns and partnerships, enabling rapid growth without fragmenting the brand.
•Oversaw development of 100+ brand stories and executions while maintaining consistency across markets, channels, and teams.
•Directed all aspects of creative strategy and execution for key global partnerships, including IRONMAN and UTMB.

2014—2015

DripDrop Hydration: Brand Steward/Creative Director

| Building a brand system to support rapid growth and execution |

ROLE
Defined brand strategy and led creative direction during a key growth phase, establishing a clear positioning across product, packaging, and marketing.

OUTCOME
• Built foundational brand system spanning packaging, messaging, and visual identity
• Led agency selection and onboarding, aligning external partners to a unified strategic direction
• Established internal creative capability to support ongoing brand growth and execution

2012—2014

Blu Kicks: Creative Director/ Brand Strategy Consultant

| Creating clarity and differentiation under tight constraints |

ROLE
Defined brand positioning and led creative direction for an early-stage footwear company entering a highly competitive market with limited resources.

OUTCOME
• Established a distinct brand identity, tone of voice, and visual system across product, retail, and digital
• Created a clear and differentiated market position in a crowded category
• Contributed to significant commercial growth, including tripling sales year over year

2011—2012

Duvel: Creative Consultant /Brand Strategist

| Expanding a heritage brand without losing credibility |

ROLE
Refined brand positioning and led creative direction for a premium Belgian beer portfolio in the U.S., aligning heritage with broader consumer relevance. 

OUTCOME
• Clarified brand strategy and tone of voice to support expansion beyond a niche audience
• Established a more accessible and consistent brand expression across on-premise and retail
• Increased consumer awareness and retail interest while maintaining brand credibility

2004—2014

Jimi Wallet: Founder/Creative Director

| Designing and launching a product and brand from first principles |

ROLE
Designed, launched, and led a sustainable consumer product brand, overseeing all aspects of product, packaging, and brand development from concept through market.

OUTCOME
• Developed an award-winning product recognized for design, sustainability, and functional simplicity
• Established a clear and differentiated brand across product, packaging, and retail
• Managed end-to-end execution, including materials, manufacturing, and go-to-market strategy
• Achieved strong commercial performance and international recognition, including inclusion in the Smithsonian National Museum of Design

NEW YORK TIMES | ALL THE WALLETS | GEAR JUNKIE

2000—2001

Teva: Agency Founder/
Co-Creative Director

| Repositioning a category leader in a shifting market |

ROLE
Led brand strategy and creative direction for Teva during a period of increased competition, operating as an embedded partner across marketing and communications.

OUTCOME
• Established a clearer and more focused brand position to compete in a rapidly evolving category
• Developed integrated campaigns and messaging that expanded reach to new consumer segments
• Functioned as the brand’s de facto marketing and creative lead during a key transition period

2000—2001

Dr. Martens:
Co-Creative Director (Agency)

| Refining brand focus to compete in a new category |

ROLE
Led creative development to reposition Dr. Martens within the industrial and workwear category, refining brand relevance beyond its core audience.

OUTCOME
• Identified a more focused and relatable positioning within the work boot category
• Developed a campaign platform with long-term potential, extending beyond a single execution
• Strengthened brand clarity in a new competitive context while maintaining core identity

Contact