Core Program
Athlete Positioning and Brand Plans
Individuals/Products within Brands.
In addition to setting a new course for Nike SB, Basketball, Football (Soccer) and Brazil positioning as well as a number of footwear silo constructs within each, I was able to carve out a niche team to build a new athlete engagement methodology and platform that allowed us to unearth deeper, more authentic, insights than was standard at the time. Using a combination of athlete and consumer insights studies, conducted within their own, friendly and familiar worlds and with unqiue lines of questioning we created the positioning platform: CORE PROGRAM.
CORE led to a company-wide adoption of a blueprint for leveraging the most out of our depth of roster while leading to sharper, more resonate messaging and creative work that was able to move with precision, at the speed of our consumers ever-changing worlds.
The athlete, musician, entertainer, creator engagement model was and still is changing more rapidly than Brands and Agenciues are able to keep up with. Today these individuals are brands in themselves, they know it, and have been taking control of that knowledge. Inverting the sponsorhip model, brands have left millions in messaging, marketing, and equity building on the table. With the talent in charge, they too have struggled with mixed messaging, failed resonance, and reputation blemishes that are hard to re-assert. CORE as a positioing platform exists in favor of boths side.
CORE PROGRAM establishes the foundation of the Athlete and Entertainers story.
It is Authentic.
It is from the Individual and made for the Individual.
It will evolve with the Indiviual.
It will be Echoed.
It is not exclusive to a brand or category or even the realm of one campaign, but is shared with all of the Individual’s partners.
It is Directive.
It is synthesized from fans, foes and the mouth of the Indiviual.
It is designed for action.
The Structured output:
FOUNDATIONS are enduring truths about the Indiviual.
The brand STATEMENT defines the Indiviual.
TODAY’S REALITIES influence who the Indiviual is today.
Executions come from a singular center of gravity that is the core of who the Indiviual is, yet varying as context changes with time, brand, and activation.
Athlete Positioning and Brand Plans
Individuals/Products within Brands.
In addition to setting a new course for Nike SB, Basketball, Football (Soccer) and Brazil positioning as well as a number of footwear silo constructs within each, I was able to carve out a niche team to build a new athlete engagement methodology and platform that allowed us to unearth deeper, more authentic, insights than was standard at the time. Using a combination of athlete and consumer insights studies, conducted within their own, friendly and familiar worlds and with unqiue lines of questioning we created the positioning platform: CORE PROGRAM.
CORE led to a company-wide adoption of a blueprint for leveraging the most out of our depth of roster while leading to sharper, more resonate messaging and creative work that was able to move with precision, at the speed of our consumers ever-changing worlds.
The athlete, musician, entertainer, creator engagement model was and still is changing more rapidly than Brands and Agenciues are able to keep up with. Today these individuals are brands in themselves, they know it, and have been taking control of that knowledge. Inverting the sponsorhip model, brands have left millions in messaging, marketing, and equity building on the table. With the talent in charge, they too have struggled with mixed messaging, failed resonance, and reputation blemishes that are hard to re-assert. CORE as a positioing platform exists in favor of boths side.
CORE PROGRAM establishes the foundation of the Athlete and Entertainers story.
It is Authentic.
It is from the Individual and made for the Individual.
It will evolve with the Indiviual.
It will be Echoed.
It is not exclusive to a brand or category or even the realm of one campaign, but is shared with all of the Individual’s partners.
It is Directive.
It is synthesized from fans, foes and the mouth of the Indiviual.
It is designed for action.
The Structured output:
FOUNDATIONS are enduring truths about the Indiviual.
The brand STATEMENT defines the Indiviual.
TODAY’S REALITIES influence who the Indiviual is today.
Executions come from a singular center of gravity that is the core of who the Indiviual is, yet varying as context changes with time, brand, and activation.
I spent 4 years at Y&R New York, moved to Amsterdam, The Netherlands to lead the Nike account at W+K Amsterdam. Joined Nike in 2007 and spent 10 years in brand & creative leadership positions at WHQ, EHQ, and Brazil. Eyeing a creative gap in the Ad industry as well as an emerging trend of big business consultancies moving in on the Ad & Media game, I founded Levity Creative in early 2018. Levity is a cross-disciplinary, international, brand & creative consultancy scaling to the challenge.