Greg Hoffman

For a brand like Nike, it was, you know, look at the athletes that represented the brand early on. I mean, they were all rebels, you know, within their own sports. And so, you know, this idea of, you know, having a maxim within the company that was defy convention, right?

For a brand like Nike, it was, you know, look at the athletes that represented the brand early on. I mean, they were all rebels, you know, within their own sports. And so, you know, this idea of, you know, having a maxim within the company that was defy convention, right?

So your values kind of say, it's like, yeah, there are gonna be things we do with conviction that may be polarizing, but it is the deep belief we have in those things. And as long as we always relate them back to sport and this idea of serving the athlete, then we're willing to go there. And

So your values kind of say, it's like, yeah, there are gonna be things we do with conviction that may be polarizing, but it is the deep belief we have in those things. And as long as we always relate them back to sport and this idea of serving the athlete, then we're willing to go there. And

if we're not clearly tethered to, you know, what we say and what we do, then we would deserve the critique and the criticism. So I think you can, for any small or large company that's kind of, you know, that's wrestling with this, that maybe wants to kind of go beyond just the transactions and truly move into that arena where you really are having real relationships

if we're not clearly tethered to, you know, what we say and what we do, then we would deserve the critique and the criticism. So I think you can, for any small or large company that's kind of, you know, that's wrestling with this, that maybe wants to kind of go beyond just the transactions and truly move into that arena where you really are having real relationships

with your audience, that their affinity for you comes from the fact that they're getting meaningful benefits, whether those are mental or physical, that are allowing them to progress in life. When you reach that status, I believe indifference isn't an option right now. I believe we need to look to brands that have that level of success.

with your audience, that their affinity for you comes from the fact that they're getting meaningful benefits, whether those are mental or physical, that are allowing them to progress in life. When you reach that status, I believe indifference isn't an option right now. I believe we need to look to brands that have that level of success.

And again, it's not about scale, because there's plenty of small brands, mom and pop brands that are doing great things. through their business to affect the lives of underserved communities. But again, so much of what we're talking about is authenticity. Even doing this book, it's like, well, you know, how much social media should I do? on this platform, does that seem like I'm inauthentic?

And again, it's not about scale, because there's plenty of small brands, mom and pop brands that are doing great things. through their business to affect the lives of underserved communities. But again, so much of what we're talking about is authenticity. Even doing this book, it's like, well, you know, how much social media should I do? on this platform, does that seem like I'm inauthentic?

And like, so at the end of the day, because I'm driving people crazy with these questions, is that, because, you know, I'm not the most public person, right? But as long as I speak to, from the center and the anchor of

And like, so at the end of the day, because I'm driving people crazy with these questions, is that, because, you know, I'm not the most public person, right? But as long as I speak to, from the center and the anchor of

the power of creativity in business and its ability to change the world and make that connection clear and then if people are pissed off about that then then it is what it is um but more often than not look at some of the most successful brands and they're they're it's it's made their own business successful it's accelerated their growth

the power of creativity in business and its ability to change the world and make that connection clear and then if people are pissed off about that then then it is what it is um but more often than not look at some of the most successful brands and they're they're it's it's made their own business successful it's accelerated their growth

And so that's where I get into this, you know, yeah, our primary goal, certainly for a public company is to drive growth, both from a brand and business standpoint. But more and more, I believe that within that, you have to integrate this, you know, being a great corporate citizen and using your platform to, you know,

And so that's where I get into this, you know, yeah, our primary goal, certainly for a public company is to drive growth, both from a brand and business standpoint. But more and more, I believe that within that, you have to integrate this, you know, being a great corporate citizen and using your platform to, you know,

provide your innovation and your inspiration to those that, quite frankly, don't have the access and opportunity to get it.

provide your innovation and your inspiration to those that, quite frankly, don't have the access and opportunity to get it.

The success to me is that it's not overly packaged. The success to me is that the transparency and authenticity of the conversations and that there's a rawness to it. And that is branding. Sometimes it's the lack of, design, if you will, is the very thing that makes something successful versus there's, there's a, you know, there's go-to, it's always the same questions.

The success to me is that it's not overly packaged. The success to me is that the transparency and authenticity of the conversations and that there's a rawness to it. And that is branding. Sometimes it's the lack of, design, if you will, is the very thing that makes something successful versus there's, there's a, you know, there's go-to, it's always the same questions.