2015—TO DATE
HOKA, Creative and Brand Strategy Consultant
I was one of the architects of the current HOKA brand. Along with Lee Cox (VP Sales and Marketing), who took the company from $50M to $585M in three short years, we created a unique tone of voice and resurrected the brand's origin story.
After a company-wide listening tour at HOKA, I made myself available to help departments with challenges from briefing to strategy, consumer interpretation to product naming. Superficially an immediate problem solver, but ultimately a HOKA brand advocate and guardian.
One of my principle early tasks was to bring those depts together to hear their industry-experienced voices, but more their hopes and desires of how a future company could take a different path. A path that leads to creating a meaningful difference in this playbook-oriented industry.
I now lead creative development of collaborative marketing efforts between HOKA and key partners IRONMAN and UTMB - from initial vision, strategic direction, creative concept through final execution. All the while managing creative teams and process across brands. A unique and successful arrangement.
TONE
ORIGIN STORY SNIPPET
Radical change often comes about in trying to solve a simple problem. Our original goal was to improve endurance race times by creating a shoe that helped you run downhill faster, safer and with more control. In doing so, we inadvertently reinvented the running shoe…
That first HOKA shoe was met with ridicule by the running shoe establishment, but embraced by runners. Those runners started winning races, and shoe buyers sat up…
2022 - 2024 COLLABORATIVE CAMPAIGNS WITH IRONMAN AND UTMB SAMPLES
These campaigns share human stories of transformation, overcoming adversity, or reaching heights not thought possible.