CULTIVATION
people.
Success starts with people. The relationships we build—whether with teammates, collaborators, athletes, or consumers—define the strength of any brand or product. Understanding people means understanding culture, storytelling, and the emotions that drive decisions. From working with world-class athletes like Kobe Bryant and Jayson Tatum to engaging with communities through design, retail, and marketing, my approach has always been rooted in deep connections. People bring ideas to life, shape the creative process, and make products meaningful.
product.
Product is everything—the soul, and lifeblood of any brand. It’s not just about function but the emotions and sensations it creates, both physically and emotionally. The best products come from an almost obsessive intimacy with design, performance innovation, and storytelling. They command respect, spark connection, and leave a lasting impact. From elite performance footwear on the biggest stages to disruptive better-for-you candy, every product I create is built with purpose. A great product isn’t just made—it’s felt, lived, and experienced.
process.
Creativity is nothing without execution. The process—how ideas evolve from concept to reality—defines the difference between vision and success. Whether leading cross-functional teams in footwear design, scaling a startup from scratch, or launching products at retail, I thrive in the balance of structure and adaptability. The key is fostering an environment where ideas can grow, refining every step from ideation to production, and ensuring that creativity and strategy work hand in hand. A strong process isn’t rigid—it’s the framework that allows innovation to thrive.
discovery + distillation
Every great product and brand starts with understanding—of people, culture, and the marketplace. Discovery is about immersion—diving deep into trends, consumer behavior, and competitive landscapes to uncover what truly drives connection. But insight alone isn’t enough. Distillation is the art of refining those insights, cutting through the noise, and shaping them into a clear, actionable vision. Whether analyzing how athletes move, how consumers interact with products, or how brands establish cultural relevance, this process ensures that every decision is intentional. The best products and brands aren’t just created—they are discovered, distilled, and designed to last.
collaborations + partnerships
The best collaborations push boundaries, merge cultures, and create lasting impact. Partnerships aren’t just about co-branding—they’re about shared vision, strategic alignment, and cultural resonance. I’ve established groundbreaking collaborations with global brands like Sony, Nickelodeon, Pepsi, and General Mills, driving market disruption and financial growth. Whether working with elite athletes, disruptive startups, or legacy brands, I focus on crafting partnerships that feel authentic, expand reach, and deliver real value. The right collaboration isn’t just additive—it’s transformative.
conception + launch
Bringing a product or brand to life is where vision meets execution. Conception is about translating insights into something tangible—merging innovation, design, and storytelling to create products that not only function but resonate. It’s the phase where details matter, where ideas are stress-tested, refined, and built for impact. But a great product is nothing without a great launch. The right timing, storytelling, and market entry can define its success. Whether debuting a signature sneaker on the NBA’s biggest stage or introducing a disruptive CPG product to retail, every launch is an opportunity to make a statement, spark connection, and carve out a place in culture.
development + manufacturing
A great idea is only as strong as its execution. Development is where vision meets precision—refining concepts, perfecting materials, and engineering products to perform at the highest level. It requires relentless attention to detail, balancing innovation with feasibility. But no product reaches its full potential without manufacturing—turning design into reality at scale. Working closely with co-manufacturers, factories, and supply chain partners, I ensure that every product maintains the integrity of its original vision. From high-performance footwear to better-for-you candy, success lies in bridging creativity and production—bringing ideas to life without compromise.