After leading an evaluation of Danner's Expert's Choice brand position, my team repositioned the brand to better reflect Danner's long standing dedication to crafting high quality footwear out of their Portland, Oregon factory.
The new Crafting Higher Standards brand positioning not only reinvigorated all five of Danner's core categories, it provided a foundation for the brands entry into the lifestyle category.
Working with adidas in a new and improved method of collaboration, my team conceptualized and created the story for a brand-new footwear franchise.
Keying into an “I am not a runner” consumer insight that running is only a way to dominate sport, we positioned AlphaBounce as the running shoe designed for athletes.
After re-establishing Danner's long standing tradition of craftsmanship in core markets, my team led the brand strategy and creative vision for Danner's entry in to a lifestyle market.
Rooting itself in Danner's USA-made Pacific Northwest outdoor heritage, we introduced Stumptown by Danner.
This venture quickly emerged as the brands fastest growing category and secured demand across global markets.
adidas Legacy embodies the best of humanity. A program that gives back to the most underserved schools in the city, it celebrates community and opens up new opportunities for these kids.
Tasked with introducing the program throughout adidas key cities, we developed the Legacy brand as a way to embody the positive energy of community and ensure that Legacy kids can visualize themselves in future opportunities.
