How Hoka sneakers went from obscurity to $1Bn in revenue — “Ugly.” “Weird.” “Clown shoe look.” These are some of the ways Redditors on a 2014 Reddit/running post describe Hoka, the sneaker brand that Ugg parent company Deckers bought for a reported $1.1M in 2012. Flash forward 10 years and Hoka generates over $1 billion in sales for Deckers. Last weekend…

Themes and takeaways from SB 2023 — Every year on the Monday post Super Bowl there is a rundown of the best ads. This year is no different. But my question is not ‘which ad was the best?’ but… what makes a Super Bowl ad good? In my opinion: A good Super Bowl ad comes down to…

How can luxury be aspirational in 2023? — Q: What do Triangle of Sadness, White Lotus, Squid Game, Glass Onion and Parasite all have in common? A: A vibe shift against the rich.

Back Market is a an online retailer where you can buy used tech — think refurbished smart phones and used computers. After raising new funds at a 5.7Bn valuation in January, Back Market invested in a splashy out-of-home (OOH) campaign across London. I am a Back Market customer. I like…

More than a PR move — A couple of weeks ago, Airbnb announced a redesign of its app. The biggest change, ‘Categories’, is a refreshing and simple update to booking stays on Airbnb: In the ‘old’ Airbnb, one started with location: Where can I stay in…

They’ve created an incredible brand. But growth has stalled, competitors have entered, and their stock is 1/10th its IPO price. Where can the brand go next? — In the brand world, Oatly is a standout — a multibillion company built largely off of a stunning rebrand and standout advertising. Oatly boasts strong awareness, memorable tag-lines, and commands a price premium for a largely commoditised product.