My Best Campaign

When he was a VP at Dick's Sporting Goods, Ryan Eckel asked a simple question: what if we replaced just one 60-second TV spot with an anthemic full-length documentary? The result was a pair of films that hit film festivals, won awards and put Dick's in a new tier of brand equity. In this episode we hear how he did it, and follow Ryan's journey from speechwriter to head of marketing at...

In some circles, Ty Haney needs no introduction. She became an icon for millennial women when she launched her activewear brand, Outdoor Voices, as a sparky 23-year-old. She quickly became a DTC powerhouse and saw huge success raising capital and turning Outdoor Voices (or OV as it was widely known) into the coveted uniform for active living. Ty left OV in 2020 (not the story we're telling her...

How much did Kendall Jenner really  get paid for Aritzia’s Super Puff campaign? That’s one of many secrets divulged in this expansive episode with Shawna Olsten . Shawna led marketing creative at Aritzia when the brand went big on the Super Puff. She pulls no punches as she shares the highs and lows of that star-studded campaign. She also tells us how to get the most out of user-generated content...

No brand has fans like Nike has fans. In this episode, the architect behind their global membership program, Katie Dreke , gives us a look behind the curtain of their omnichannel loyalty program and how it evolved out of a stand alone performance training app.  We talk about how Nike created an indispensable feedback loop with their most devoted customers and Katie shares the one tiny hack that un...

How to Revive a Brand: The Story of UGG’s Global ComebackUGG boots were massive when they launched in North America. They came onto the scene with huge Y2K energy and gradually seemed to fade into midwest suburban obscurity. But today they’re back in a big way, largely due to the leadership of Nicks Ericsson . In his 11 years with UGG—in global roles focused on brand, product marketing, and purpos...

We’re mixing it up! In this episode Amanda shares her annual Crystal Baller—her roundup of emerging cultural, marketing and product trends that will shape the market for outdoor, active and wellness brands. She’s got 9 trends she’ll be watching for in 2025, and tips for how your brand can respond to the cultural moment.  Read the original  Crystal Baller article, and past editions here .  My Best...

EA Sports FC (formerly FIFA) has an audacious goal of reaching one billion soccer fans with their games and digital properties—and Nicholas Lammie is leading the charge for the brand. He also led the brand through a monumental relaunch when EA and FIFA dissolved their partnership after 30 years. He shares how they did it, launching around the world with 200 partners—including David Beckham, ManCit...

Content was the secret to Rapha’s huge rise in the cycling world, and Luke O’Shea has the story of how a small global team made 21 films around the world in just a year. As the head of Marketing and Sales for Asia Pacific he oversaw many of them, and he shares how they built consistency across continents, while keeping the films locally relevant. We talk about secrets to working in founder-led com...

Meow Wolf is a surrealist fever dream—a large-scale psychedelic wonderland with five locations. And Didi Bethurum is at the helm of the creative team that keeps selling out openings in cities like Las Vegas, Houston and Denver. Sometimes that means taking big creative risks, like a teaser billboard campaign that doesn’t even name the brand. Didi walks us through the steps that made Meow Wolf’s Den...

Braden Hoeppner has been a driving force behind major brand success stories—FYidoctors, Herschel Supply, Saxx underwear and Clearly—but in this episode we’re learning from a brand that (initially) failed. Working at Kit and Ace was a once-in-a-lifetime opportunity—a brand fully and liberally funded by the family behind lululemon. Braden and the K+A team were tasked with growing a billion-dollar br...

Women’s apparel brand Athleta has totally flipped the model of athlete sponsorship on its head—breaking all the usual rules. Their roster includes true icons: Simone Biles, Alicia Keys and Allyson Felix. Seasoned marketer Michelle Lazar helped bring these partnerships to life across the brand’s many touchpoints, and she shares with us how they happened, what made them work, and the lucky breaks th...

Liv is arguably the leader in the world of women’s cycling, and for the last three years they’ve made a huge splash by sponsoring the industry’s biggest event: the Tour de France Femmes. Liv’s Global Brand Manager, Cassondra Spring, tells us how they do it, what they get out of it, and how they turn that kinetic energy of on-the-ground event marketing into a lasting relationship.  My Best Campaign...

Match-making is a one-to-one business, and for Talia Goldstein , Founder + President of Three Day Rule Matchmaking , growing her own business required that same personal touch. She explains how brands can fuel the fire of word-of-mouth and create a playbook for PR to seize those lucky media breaks when they happen.  My Best Campaign is brought to you by Monday Creative . Follow us on Instagram and...

Jeanine Pesce is the oracle of the outdoor industry—for more than 20 years she has informed trends in culture, brand and product. For years her magazine Range was the go-to resource for industry insiders to see what’s new and test out-of-the-box creative. She talks about the pros and cons of print content marketing and how it built her brand. My Best Campaign is brought to you by Monday Creative ....

The brand that MTV built Sneaker Steve was running Global Special Projects at DC Shoes during its multimillion dollar growth run. Find out how he built the brand through celebrity partnerships and some major MTV moments, and how he’s gone on to build his own sustainable footwear company, Ales Grey . My Best Campaign is brought to you by  ⁠⁠⁠Monday Creative.⁠⁠ Follow us on  ⁠⁠LinkedIn⁠⁠  and  ⁠⁠Ins...

The making of a viral billboard campaign BelliWelli⁠ seized a moment and latched onto the “Hot girls have…” meme, and then made it entirely their own. Find out how strategic billboards helped this CPG brand build a die-hard fan base. Katie Boston-Wilson , CEO of BelliWelli, has the tea. My Best Campaign is brought to you by  ⁠⁠Monday Creative.⁠ Follow us on  ⁠LinkedIn⁠  and  ⁠Instagram⁠  and stay...

The parody video that garnered 4.7 million views Peak Design⁠ was built almost entirely on Kickstarter. Now, their YouTube videos—including one parody that takes on Amazon Basics—are keeping it in the spotlight. Adam Saraceno , CMO at Peak Design tells us how they did it. My Best Campaign is brought to you by  ⁠Monday Creative. Follow us on LinkedIn and Instagram and stay tuned for when a new epis...

Amanda Lee Smith, CEO of Monday Creative, talks to some of the world’s best marketers to hear their path into marketing, and the story behind one career-defining campaign—their first global spot, a major rebrand, a video that went viral, or maybe something that just changed the way people saw their brand.