Katie Dreke has always been a rough and tumble explorer, ever since she was a kid.

From early childhood days, she wanted to do all the things the boys in her neighborhood were doing - jumping bikes off of ramps, playing in treehouses, reading science fiction - but she quickly realized that the world was always trying to steer her in another direction. 

Those childhood experiences led to a lifelong fascination with social constructs and gender norms, which has shaped her groundbreaking work with sports brands, from Arc’teryx to New Balance to Nike’s historic maternity collection. 

Katie’s work history has spanned the globe, from Amsterdam to Japan to Australia, and she’s worked at a wide variety of award-winning shops, including Wieden + Kennedy, the Wexley School for Girls, Droga5, and IDEO.

No matter what she’s working on, though, whether it’s a new DTC business model or product innovation, Katie always brings a distinct perspective to every project, one that blends cultural insight and deep empathy for the consumer’s lived experience.

Some of my favorite aha moments from our conversation include:

• How social norms and coded systems still shape women’s experience in sport
• Why many women over 40 were turning to Lululemon and not shopping for themselves at Nike
• How the Nike maternity collection uncovered a blindspot in how athletic potential is defined
• The techniques and strategic questions Katie uses to kick start almost any project
• How working the front desk at a software company in Seattle led her to a global career in strategy

Show Notes:

Below are links to inspiring ideas that came up during our conversation.

Books:

The Mountain in the Sea by Ray Nayler

Brands & Campagins:

Nike Maternity Collection

The Toughest Athletes - Nike Ad

Houdini Sportswear

Benim Denim - A Start-up Designed to Shut Down