Paul Mellor joins Josh on the show — founder of underdog-focused creative agency Mellor&Smith, executive producer and 4x BAFTA nominee on Boiling Point, and currently working on a fresh documentary about ultrarunning legend Lazarus Lake.

We dive into why trail runners should care about the bigger outdoor industry, Nike's surprisingly humble return to trail running, what makes certain brands unforgettable (and why others fade into the background), and the power of standing out as an underdog.

Presented by Kiprun.

Paul Mellor is the founder of Mellor&Smith, a creative advertising agency that specializes in helping underdog outdoor brands — those not yet dominating their category — get noticed by the world. His clients include some of the biggest names in outdoor and adventure who are still fighting for pole position.

Beyond advertising, Paul is an executive producer and four-time BAFTA nominee for the acclaimed film Boiling Point (yes, that intense one-take kitchen drama). He's currently deep into producing a new documentary on Lazarus Lake (Laz), the mythical creator of the Barkley Marathons and Big's Backyard Ultra — offering a perspective on Laz you've never seen before.

1. Why trail runners and the trail community should pay attention to the wider outdoor industry
2. Nike's re-entry into the trail running space — why acg feels refreshingly humble
3. The ingredients that make certain brands memorable in a crowded market
4. Why some brands struggle to stand out and may never truly resonate
5. The mindset and creative approaches that help underdogs punch above their weight and get noticed
6. A sneak peek into Paul's work on the upcoming Lazarus Lake documentary and what makes this take unique.

Connect with Paul Mellor on LinkedIn

1. Nike ACG
2. Rapha
3. Satisfy
4. The Speed Project
5. Kantar Research — Insights on brand investment effectiveness
6. Paul Dyson & 2009 + 2020 Media Study — On brand allocation and effective marketing levers
7. Warren Buffett on Allocation — Strategic resource distribution insights

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