Group Y Content : Building Brands & Communities

Building Brands and Communities

The Power of Passion and Community

On GROUP Y LIVE with Oli Russell-Cowan, Jonathan Weaver is a global marketing leader with roles across Nike SB, Womens & Football, and Burton Snowboards, and is currently at D_b_, having been part of the team to drive the LVMH LLV minority investment.

In this episode, he shares his journey through the action sports industry, his early experiences snowboarding, his transition into the corporate world with brands like Burton and Nike and his current role as CMO of D_b_. He discusses the cultural shifts he encountered, the importance of community in sports, and the strategic growth of Db in the travel gear market.

The Power of Passion and Community: Jonathan's story highlights the importance of following your passion. He shared how his love for snowboarding led him to a career in the industry, emphasizing the significance of community in action sports. He believes that when you surround yourself with like-minded individuals who share your passion, it creates an environment where everyone can thrive. This is a reminder for all of us to seek out and nurture our communities, whether in sports, business, or any other aspect of life.

Navigating Corporate Culture: Transitioning from the action sports scene to a corporate giant like Nike was a culture shock for Jonathan. He discussed the differences in communication styles and the importance of adapting to new environments. His experience serves as a valuable lesson for anyone looking to make a similar transition: be open to learning and embrace the unique aspects of corporate culture while staying true to your roots.

"If you're building a strong brand, you don't necessarily go and do the logical thing in terms of the margin and the revenue."

Building a Brand with Purpose: At D_b_, Jonathan is focused on expanding the brand beyond its snow sports origins into new areas like surf and travel gear. He emphasizes the importance of creating products that resonate with consumers and align with the brand's values. This approach is crucial in today's market, where authenticity and purpose can set a brand apart. Jonathan's insights remind us that successful branding goes beyond just selling products; it's about creating meaningful connections with customers.

Jonathan's journey is filled with valuable lessons and insights that can inspire anyone, whether you're in the action sports industry or just looking to follow your passion.

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KEY TAKEAWAYS

• Embrace Your Passion: Jonathan's journey highlights the importance of following your passion, whether it's snowboarding, surfing, or any other interest. Identifying what you love can lead to fulfilling career opportunities.

• Adapt to Change: Transitioning from one industry to another shows that adaptability and openness to new experiences can enhance your skill set and career trajectory.

• Build Strong Relationships: Networking and forming genuine connections, as Jonathan did with mentors and colleagues, can open doors to new opportunities and collaborations that may significantly impact your career.

• Focus on Long-Term Goals: Visualizing what you want your life to look like in the future can help you make informed decisions today. Setting clear long-term goals can guide your career path and personal development.

ALSO WATCH / LISTEN

Past GROUP Y LIVE Episodes

⭐ DUSTIN HINZ - CMO, Firestone Walker Brewing
⭐ NIK STRONG-CVETICH- CEO, Save The Waves Coalition 
⭐ FLORIAN KLAASS - Founder, K&Co
⭐ TREVOR GRAVES - President, Nemo Design
⭐ NICK TRAN - Fmr CMO, TikTok
⭐ More to be announced!

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WHERE ART + DESIGN MEETS COMMERCE
Creativity Flow Speaker Series returns for Season 2

Join us for an inspiring evening this Wednesday, April 2nd and May 7th at the CreativityFlow speaker series in Laguna Beach, CA at the Rivian South Coast Theater.

SPEAKERS - APRIL 2nd
• Chris Down - Chief Design Officer at Mattel
• Dan Povenmire - Co-Creator / Exec. Director of Phineas and Ferb

SPEAKERS - MAY 7th
• Sophia Chang - Designer / Illustrator
• Jeff Hammoud - Chief Design Officer at Rivian

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