My Best Campaign

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 purpose and sustainability—he helped double the brand’s revenue, making it a significant part of the Deckers portfolio.

In this episode, he tells us how they brought UGG back into the cultural conversation, explains the “UGG Eclipse,” and spells out the ingredients of a great celebrity brand collaboration. Then he shares what drew him to his latest role at Keen Footwear, how their sustainability mission plays out, and how to drive purpose at global public companies vs private owner-led companies.

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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 Campaign is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and stay tuned for when a new episode drops.

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, ManCity and Real Madrid—simultaneously. He also shares how he scored his first job at EA, and how he gathered 17 of football’s greatest in one studio for a single photoshoot.

My Best Campaign is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and stay tuned for when a new episode drops.

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 companies, and the arc of Luke’s 20-year career that spans his early days at Asics to his current photography projects with Sydney FC and endurance sports. 

Watch the films

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My Best Campaign is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and stay tuned for when a new episode drops.

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 Denver launch a landmark success.

My Best Campaign is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and stay tuned for when a new episode drops.

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 brand in three years. Spoiler: it didn’t happen. But having limitless resources meant trying things that had never been done: building a custom ecomm site that could scale globally, opening 60 stores in 5 countries in one year, and a road trip in a giant copper Airstream.

Braden tells the story and practical learnings about brand storytelling, performance marketing, holding things loosely, and the major marketing inflection points shaping our work.

My Best Campaign is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and stay tuned for when a new episode drops.

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 that turned into major cultural moments.

Find Michelle on Linkedin and heck out her latest project Community Academy.

My Best Campaign is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and stay tuned for when a new episode drops.

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 is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and stay tuned for when a new episode drops.

Find Liv Cycling at the Tour de France Femmes and on Instagram 

Find Cassondra on Instagram and Linkedin

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 LinkedIn, and stay tuned for when a new episode drops.

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. Follow us on LinkedIn and Instagram and stay tuned for when a new episode drops.