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Speaker 1: Trust your intuition, like you know, maybe even more than

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Speaker 1: what you think. Followed that lead and trust that.

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Speaker 2: Hey, EMILYA Badi, here, you are listening to another episode

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Speaker 2: of Hurdle, a podcast featuring the mindset, secrets and true

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Speaker 2: stories and the most inspiring women in sports and wellness,

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Speaker 2: empowering you to live a healthier, happier, more motivated life

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Speaker 2: and of course, conquer your own hurdles.

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Speaker 3: Today, I am excited.

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Speaker 2: To welcome Erica Gabrielli, the vice president of Global Marketing

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Speaker 2: at Cooca, to the show. Eric has been a driving

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Speaker 2: force behind the brand's incredible growth, helping lead Hoka to

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Speaker 2: a massive two billion dollar revenue milestone last year. In

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Speaker 2: this conversation, Erica opens up about the maximal movement, how

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Speaker 2: Hoka went from being a counterculture niche brand in ultra

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Speaker 2: running to an industry leader, and comfort and innovation building

16
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Speaker 2: authentic brands, why staying true to core values like curiosity

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Speaker 2: and inclusivity is the key to scaling without losing your soul,

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Speaker 2: career evolution, her journey from early days at red Bull

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Speaker 2: and Adidas to spending over fifteen years within the Decker's

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Speaker 2: brand portfolio, and the power of listening why. She believes

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Speaker 2: that the best marketing isn't about controlling a narrative, but

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Speaker 2: about co creation within the community. Whether you yourself are aspiring

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Speaker 2: to work in the field of sports, you're interested in running,

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Speaker 2: a dedicated athlete, or just someone looking for the confidence

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Speaker 2: about on yourself, Erica's perspective on trusting your intuition and

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Speaker 2: embracing the imperfect path is exactly what you've got to

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Speaker 2: hear today. Make sure you're following along with Hurdle over

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Speaker 2: on social It's over at Hurdle podcast. You can also

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Speaker 2: check out Iheartwoman's Sports. Over at Iheartwomen's Sports and me

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Speaker 2: over at Emily A Body. Listen to Hurdle with Emily

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Speaker 2: Body on the iHeartRadio app, Apple Podcasts or wherever you

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Speaker 2: get your podcasts.

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Speaker 3: And with that, let's get to it. Let's get to

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Speaker 3: hurdling today.

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Speaker 2: I am sitting down with Erica Gabrielli. She's the VP

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Speaker 2: of Global Marketing at Hoka. How are we doing today, Erica,

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Speaker 2: Welcome to Hurdle.

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Speaker 1: Wonderful, Thank you, thanks for having me.

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Speaker 2: I'm so happy to be with you here in sunny

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Speaker 2: Los Angeles. Not to rub it in, but there are

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Speaker 2: currently two feet of snow waiting for me in New York.

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Speaker 4: I know it's a bit brutal.

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Speaker 1: It's a bit brutal, you know, some of the benefits

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Speaker 1: we have of being in California.

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Speaker 2: I was going to say, this is your every day,

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Speaker 2: this is what you're used to being in California, girl.

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Speaker 4: Yes it is.

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Speaker 1: I actually live in Santa Barbara, so just a couple

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Speaker 1: hours north of here. But yeah, it's not necessarily what

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Speaker 1: I always expected. I grew up kind of in the

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Speaker 1: mountains and definitely more in the snow, but you can't

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Speaker 1: beat it, especially in the winter.

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Speaker 2: Living it in California is a bit different than where

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Speaker 2: you began.

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Speaker 3: Do you have a favorite over the other.

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Speaker 1: I don't know if I could say a favorite. I

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Speaker 1: think I did grow up a little bit of a

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Speaker 1: mountain kid and ties to that, but I think more

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Speaker 1: than anything, it's sort of like that passion for the outdoors,

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Speaker 1: and you have it in both places. So I feel

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Speaker 1: very privileged for the spaces I've been able to live

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Speaker 1: and be able to tap into that. It's just a different,

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Speaker 1: you know, zone than what that looks like in California.

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Speaker 1: But you can't be having both mountains the Sierras, the beach,

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Speaker 1: good weather year round, which sometimes we had a little

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Speaker 1: more snow, but you know we can we can always

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Speaker 1: figure that out.

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Speaker 2: Well, here we are in sunny California for an exciting

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Speaker 2: moment for Hoka.

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Speaker 3: You want to tell me what we're here for.

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Speaker 1: Yes, we are here for the launch of our clo

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Speaker 1: X one three point zero, our lightest super shoe ever

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Speaker 1: and something that we know will be a real game

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Speaker 1: changer in terms of when it means on race day.

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Speaker 2: For those that may not completely understand what a super

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Speaker 2: shoe is, want to provide some color, Well.

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Speaker 1: A super shoe is basically a combination of everything that

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Speaker 1: we have from the geometries to the materials, to plates,

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Speaker 1: to technology that really represents sort of fastest in class

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Speaker 1: and particularly for what it means towards really setting uh prs,

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Speaker 1: breaking Peeb's and all those other things. And again, it's

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Speaker 1: it's a huge inroads and a huge focus for us

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Speaker 1: at Hokah in terms of helping our runners get faster

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Speaker 1: and achieve their goals.

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Speaker 2: And it's a very different shoe than maybe someone would

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Speaker 2: think of when you say the brand name Hoka Hokah

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Speaker 2: for a long time synonymous with a very specific type

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Speaker 2: looking sneaker.

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Speaker 3: You now have become embraced for this.

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Speaker 2: I don't want to I don't want to classify her,

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Speaker 2: and I don't want to body shame her. Sure, but

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Speaker 2: she's a little bigger of a girl and people have

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Speaker 2: come to know and loved the brand because of that.

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Speaker 2: Let's talk a little bit about that and how people

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Speaker 2: have embraced this from Hokah and why that's great for

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Speaker 2: you guys.

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Speaker 1: Yeah, well, I think again, you know, from our origins

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Speaker 1: and what really inspired the Hokah brand was a level

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Speaker 1: of inclusivity and we want to represent that. But ultimately

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Speaker 1: it did come from athlete inspiration, Right, how can we

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Speaker 1: find not just comfort, butt speed, but acceleration? You know,

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Speaker 1: it started on the trails and it's really that inception

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Speaker 1: in terms of what that origin story was that unlocked

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Speaker 1: actually movement for many more people.

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Speaker 4: So I think that's.

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Speaker 1: Really the power of Hokah, you know, and ultimately that

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Speaker 1: we do want people to be more comfortable, but we

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Speaker 1: also want them to you know, be bold, make that progress,

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Speaker 1: hit that perform whatever their performance goal might be. Sometimee

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Speaker 1: that's just in accessibility of movement. Other times it's serving

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Speaker 1: you know, elite athletes again on race day and making

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Speaker 1: sure that they can achieve all of their goals. So

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Speaker 1: I think really the breath and death is still very

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Speaker 1: true to to who Hokah is and what we embrace

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Speaker 1: them that you don't have to comp from my speed

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Speaker 1: for comfort can actually have both.

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Speaker 2: Yeah, And so when you say speed for comfort, we're

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Speaker 2: really talking about the stack height of a Hokah shoe,

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Speaker 2: which traditionally speaking again, she's a chunky girl, and I have,

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Speaker 2: certainly myself when I've been navigating injury specifically, have really

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Speaker 2: leaned into Hoka sneakers because I'll know that there's going

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Speaker 2: to be a certain level of comfort there.

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Speaker 3: Yeah.

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Speaker 2: So for someone that may not understand why that is,

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Speaker 2: can you shed some light on that, on why that

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Speaker 2: larger stack height might provide a little bit more comfort?

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Speaker 1: Well, I mean again, it really came from the inception

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Speaker 1: of why Hokah was founded. From the very first day,

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Speaker 1: our founders were really trying to solve a problem that

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Speaker 1: maybe no one had asked, how can you run downhills faster?

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Speaker 2: Right?

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Speaker 1: And maybe again a very unique problem someone to say

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Speaker 1: I never would have thought of that, but just in

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Speaker 1: that inspiration this idea of how can you make running

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Speaker 1: feel the same way maybe skiing does or that mountain

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Speaker 1: biking does, right of that smooth motion, that fast flight

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Speaker 1: and really almost enjoying the downhill just as much of

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Speaker 1: the rest of the trail. That aspect of it is

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Speaker 1: what really unlocked the maximal movement. Right in trying to

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Speaker 1: solve a very unique and distinct, almost niche problem again

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Speaker 1: unlocked this expression, this solution from an innovation standpoint that

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Speaker 1: created a whole other movement and running, and if you

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Speaker 1: look at kind of what's happened around the industry today,

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Speaker 1: it's been pretty well embraced. Right We were very much

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Speaker 1: almost counterculture when the brand was started fifteen years ago,

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Speaker 1: being very unconventional, when everything was very minimal to this

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Speaker 1: maximal movement, and we still embrace that thinking it doesn't

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Speaker 1: mean that everything still has to be max but ultimately

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Speaker 1: that level of comfort of cushion and really sort of

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Speaker 1: feeling like you can sail through anything, whether there's on

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Speaker 1: trail or track or road, still an inspiration that we

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Speaker 1: carry as a brand and certainly when it comes to

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Speaker 1: our product creation.

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Speaker 2: Right in that this max movement is everywhere right now,

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Speaker 2: Brands that never use the word max. Suddenly have a

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Speaker 2: shoe that's called X MAX. Right, there's a name and

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Speaker 2: there's a max after it, and it's attracting a very

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Speaker 2: specific kind of customer because again we're associating that word

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Speaker 2: max with max cushion, which means maybe max comfortability for

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Speaker 2: each and every type of runner. Now, you guys hit

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Speaker 2: a really big milestone last year, which was that two

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Speaker 2: billion dollar revenue place from a marketing pov, what would

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Speaker 2: you say, strategy wise helped you get there?

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Speaker 1: That inspiration in terms of what the product can deliver

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Speaker 1: actually created an appetite and solutions for so many more people.

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Speaker 1: And I think what we always come back to is ultimately,

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Speaker 1: you know, we were able to maintain a level of

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Speaker 1: credibility of who Hoka is, why we exist, and continue

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Speaker 1: to scale that you know, from our early adopter phase

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Speaker 1: and where the brand started very much was, which was

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Speaker 1: very niche and ultra running to what that unlocked at

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Speaker 1: that two billion dollar mark. I think that's probably the

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Speaker 1: thing that we're most proud of in terms of a

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Speaker 1: marketing standpoint, and it's it's sort of the work that's

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Speaker 1: never done. You know, when you think about how do

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Speaker 1: you scale a brand, but also remain authentic to who

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Speaker 1: you are. And I think we did that on our

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Speaker 1: path to two billion, and we'll maintain that and so

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Speaker 1: consider that as we think about that next milestone.

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Speaker 2: And you've been at Hoka and the Decker's brand for

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Speaker 2: quite some time now, so talk to me a little

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Speaker 2: bit about how your past experience as a marketer and

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Speaker 2: then in a myriad of different roles have helped you

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Speaker 2: level up to get to this place where you're pushing

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Speaker 2: the envelope forward for this brand in particular.

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Speaker 1: Yeah, well, I when I reflect on my career, I

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Speaker 1: feel very privileged. I've had the opportunity to work with

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Speaker 1: some absolutely incredible brands and always been in a learning phase,

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Speaker 1: you know, whether that was very early in my career

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Speaker 1: starting at Red Bull to you know, working at Audi

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Speaker 1: dot Us to you know, coming to Deckers almost fifteen

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Speaker 1: years ago. Has just been an incredible ride, you know.

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Speaker 1: And within each of those, I've been fortunate enough to

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Speaker 1: be mentored by and work with some great teams where

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Speaker 1: you're just learning along the way again, and sometimes it's

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Speaker 1: starting at the ground of like what's the best way

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Speaker 1: to think about experience or field marketing, right what's also

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Speaker 1: connect to our retailers, right, who are so important to us,

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Speaker 1: especially run specialty, and then getting to know the consumers.

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Speaker 1: So each of those sort of experiences I think have

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Speaker 1: put me on an incredible path and where I am

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Speaker 1: today and the people all along the way. But I

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Speaker 1: think it's really I've learned so much about just brand building,

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Speaker 1: you know, more than anything. There's great products, there's great

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Speaker 1: experiences that we want to create with our consumers. But ultimately,

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Speaker 1: you know, I really am passionate about creating great brands,

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Speaker 1: right that have a legacy that lives well beyond me.

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Speaker 1: You know, I think that's the thing that I always

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Speaker 1: strive for, right, I want to leave someplace better and

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Speaker 1: ultimately help develop a team that you know, can carry

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Speaker 1: that on and put their own mark on it as

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Speaker 1: they move forward.

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Speaker 2: And you said, fifteen years, that's a long time, and

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Speaker 2: of course working on a few different brands before we

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Speaker 2: talk about why fifteen plus years in one portfolio? Tell

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Speaker 2: us straight up, is it Teva or is it Tiva?

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Speaker 4: Good question? It is Teva? Oh my, it is Teva. Yeah.

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Speaker 1: But again I also like to say sometimes that when

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Speaker 1: I think about some of the brands I work for

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Speaker 1: people may call them many different names and none of

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Speaker 1: them are wrong. It might be Audi Das, it might

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Speaker 1: be Adidas, right, it might be Tiva, it might be Teva.

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Speaker 1: You know, we'll take it. That means the consumer has

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Speaker 1: embraced it and is carrying on their own.

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Speaker 2: It's it's something that's hotly debated. It's been debated many

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Speaker 2: a time. In my household. My father is a proud

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Speaker 2: owner of some Teva's. He at one point had bought

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Speaker 2: a you know, non name brand and I came over

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Speaker 2: and I said, you can't wear those, Dad, you can't

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Speaker 2: wear those and so.

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Speaker 4: So not getuntil you try it.

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Speaker 2: Well, no, I was knocking the non Tevas. Oh oh,

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Speaker 2: I'm sorry, the foe Tevas. And then I had tweeted

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Speaker 2: to ask the tweeters what their thought was on how

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Speaker 2: it was pronounced, and there was mass differentiating opinions, and

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Speaker 2: then someone from the PR team chimed in and then

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Speaker 2: I believe they sent my dad some Tevas.

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Speaker 1: There you go, Yeah, there you go, the original influencer.

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Speaker 1: I don't know if that a debate will ever end.

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Speaker 1: It's okay, you know.

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Speaker 3: We like it.

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Speaker 2: So again, fifteen years under one portfolio, what is it

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Speaker 2: that you think keeps you at Deckers.

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Speaker 1: Great brands and great people yea, and ultimately both within

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Speaker 1: our brands and within the company, really saying true to

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Speaker 1: our values, especially in today's climate and everything that goes on.

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Speaker 1: I think that's really important. Feeling like you're supported there.

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Speaker 1: But again, great brands within the portfolio and ultimately just

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Speaker 1: awesome people have kept me there for so long.

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Speaker 2: You know, it's so interesting because someone can hear you

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Speaker 2: say like, great brands, great values, and they're like, okay,

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Speaker 2: but what's that really mean?

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Speaker 3: Right?

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Speaker 2: So when we talk about the values behind a brand

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Speaker 2: like Hoka, how do Hokah's values align with your own?

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Speaker 1: You know, when it comes down to Hokah's values, a

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Speaker 1: few of them are, you know, staying focused on being

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Speaker 1: ever curious. You know, that's how you get to true innovation,

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Speaker 1: whether that's in a product, whether that's an experience, whether

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Speaker 1: that's in a community building effort. Just always staying curious,

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Speaker 1: you know, being a lifelong learner and always asking questions,

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Speaker 1: you know why, seeking understanding. But ultimately those are always

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Speaker 1: the things that are going to unlock progress. So that's

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Speaker 1: an important one. Inclusivity is really important, you know, and

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Speaker 1: I mentioned that a little bit earlier in terms of

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Speaker 1: what that unlocked in terms of more people being able

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Speaker 1: to move with Hoka and the solutions and innovations we have.

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Speaker 1: But I think we truly live that and our values,

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Speaker 1: you know, not just in performative inclusion, maybe in our

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Speaker 1: marketing and those types of things, or just something we

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Speaker 1: talk about, but truly what we live. How we think

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Speaker 1: about the shape of our teams, who's sitting at the table,

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Speaker 1: who's not sitting at the table, who we need to

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Speaker 1: make sure is there in terms of input and feedback

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Speaker 1: and really hearing those voices. And then we talk a

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Speaker 1: lot about you know, just coming as you are if

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Speaker 1: you will, And I've definitely felt that in terms of,

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Speaker 1: you know, people can show up as they are and

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Speaker 1: again bring those strengths, those those experiences and what they

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Speaker 1: have truly to their work.

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Speaker 3: Yeah.

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Speaker 2: I love the word and the value of curiosity. I

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Speaker 2: think that is something that enables people to really move

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Speaker 2: forward in their career ever learning right, This opportunity to

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Speaker 2: know that at any given moment, regardless of someone's position

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Speaker 2: within a company, the chance to learn from them. How

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Speaker 2: do you think that curiosity has shaped you? As you

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Speaker 2: sit here today in this marketing position.

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Speaker 1: Well, I think I think in two ways, I've always

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Speaker 1: strived to be a lifelong learner, you know, sort of

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Speaker 1: never settle a little bit, like you know, even in

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Speaker 1: my role today, like I don't know everything, right, I

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Speaker 1: want to always be curious about what else I can learn,

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Speaker 1: you know, what I can learn from others as well

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Speaker 1: as you know, staying curious as to what's happening in

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Speaker 1: the world, you know, whether that's through travel, what's happening

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Speaker 1: in culture, and really also thinking about that feedback loop

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Speaker 1: from especially from a marketing standpoint, of the community. Right,

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Speaker 1: so much of what's happening within rown culture is about

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Speaker 1: the community, and we want to be a brand that's

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Speaker 1: not trying to take that over, but how can we

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Speaker 1: really help to foster and grow it? So much of

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Speaker 1: that ideation co creation, if you will, is definitely what

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Speaker 1: inspires me.

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Speaker 3: For you.

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Speaker 2: As you've navigated a myriad of different positions, what would

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Speaker 2: you say was the point in your career trajectory that

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Speaker 2: you were the most curious.

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Speaker 1: I don't know if I could say one singular moment.

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Speaker 1: I think again, it's more about seeing the opportunity in

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Speaker 1: every position, right, and whether that's in the job scope,

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Speaker 1: whether that's being with a smaller brand or bigger brand. Right,

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Speaker 1: there's value in all of it, or maybe again other

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Speaker 1: aspirations that something may not have in the shape of

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Speaker 1: that roller position, but really maximizing everything that there's to

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Speaker 1: offer there, whether that's in the opportunity that sits within

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Speaker 1: that role, learning how to do things differently, the people

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Speaker 1: that surround you. There, there's always something to learn from,

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Speaker 1: whether that's someone that's more junior or younger than you

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Speaker 1: to someone that's more senior and older than you.

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Speaker 4: There's so much to always take in.

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Speaker 1: So I think I've always strived to just see the

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Speaker 1: opportunity in every position, and by doing that, you know,

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Speaker 1: you stay optimistic, you stay curious. It naturally sort of

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Speaker 1: starts to lead towards where you can see the next opportunity, right,

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Speaker 1: whether that's in a promotion or in a different industry

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Speaker 1: or a lateral move or something like that. Just always

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Speaker 1: sort of looking for like what's next and what's new.

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Speaker 1: But taking that learning and also maly that network and

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Speaker 1: those relationships that you have with you you know, that's

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Speaker 1: the best part of it.

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Speaker 2: It's so important and so much of it is relationship building, right,

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Speaker 2: And as you navigate your way along this path from

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Speaker 2: brand to brand, you're learning new things and new skills,

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Speaker 2: and along the way you also pick up what we

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Speaker 2: might refer to as different pieces of marketing gospel.

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Speaker 4: Absolutely, now as you are.

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Speaker 2: Is there anything that you used to feel super passionately

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Speaker 2: about that you say, maybe that's not the case anymore.

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Speaker 1: I think probably what I've kind of put to bed

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Speaker 1: is a little bit of kind of the control that

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Speaker 1: marketing used to be, or maybe used to feel like

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Speaker 1: that we have to control the narrative. We got to

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Speaker 1: control the message almost sort of like old school advertising days,

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Speaker 1: which was sort of originally what got me into marketing in.

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Speaker 4: The first place.

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Speaker 1: I was like, I want to be an AD I

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Speaker 1: want to work for an ad agency. I want to

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Speaker 1: work it. I loved ads, I loved you know, commercials,

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Speaker 1: the films, everything. But I think where that shift changes

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Speaker 1: happened is it's not about controlling the narrative. Especially in

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Speaker 1: our world today, right, everything is so interconnected, and again,

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Speaker 1: so much of that inspiration really and evolution is coming

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Speaker 1: from culture in the community. It's much more about embracing

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Speaker 1: that idea of co creation and again whether that unlocks

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Speaker 1: what we might build around the ecosystem of the brand

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Speaker 1: and help people see themselves reflected in or want to

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Speaker 1: live within the brand is really the power of it.

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Speaker 2: You know.

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Speaker 1: It's a shift from talking at people, which I think

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Speaker 1: was maybe where we were, you know, twenty years ago,

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Speaker 1: to being really in a space and again we're doing

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Speaker 1: world building and hopefully where people can see themselves thriving

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Speaker 1: in it.

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Speaker 2: What I'm hearing you say is that we need to

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Speaker 2: be okay with letting go of the things that we

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Speaker 2: cannot control absolutely, and that can be very challenging for you yourself.

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Speaker 2: What's your relationship with embracing that, with embracing I can

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Speaker 2: let go of the things that I cannot control.

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Speaker 1: You know, I think I would say it wasn't always

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Speaker 1: my strength. You know, I'm a little bit type A

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Speaker 1: when it comes to maybe my origins and like that

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Speaker 1: maybe used to be a strength. But the reality is,

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Speaker 1: you know, nothing is really in your control, both when

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Speaker 1: you think about the work we do and how we

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Speaker 1: need to be listening more than speaking at times. Right again,

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Speaker 1: there's so much inspiration coming from particularly run culture today

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Speaker 1: that it's like, you know, I just I do see

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Speaker 1: it as inspiration that will help us unlock how we

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Speaker 1: can continue to serve our consumer and our community better,

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Speaker 1: whether it's through marketing, whether it's through innovation, whether it's

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Speaker 1: through the products that we build and serve to take

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Speaker 1: run culture and broader culture forward. But I'd also say,

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Speaker 1: just in reflection of personally, right, if if you're trying

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Speaker 1: to control everything, you will fail at everything or always

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Speaker 1: feel a bit of a failure versus you know, sometimes

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Speaker 1: like you just got to find your harmony, you know,

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Speaker 1: and sometimes it's embracing, hey, here's where I had to compromise,

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Speaker 1: here's where things are imperfect, But also that we've always

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Speaker 1: got to be kind of turning the page to what's next,

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Speaker 1: you know, because it can't always be that like self critique,

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Speaker 1: but more so like this is just how it is,

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Speaker 1: you know. And sometimes particularly from what marketing lends too,

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Speaker 1: sometimes that criticism or what we might hear of what

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Speaker 1: we're not doing well from the consumer is also what's

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Speaker 1: going to inspire us for what's next so we can

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Speaker 1: continue to solve problems for them.

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Speaker 3: That's super interesting.

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Speaker 2: So when you say that out loud, the criticism sometimes

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Speaker 2: inspires us to think about what's next, can you give

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Speaker 2: a practical example of that.

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Speaker 4: Let's see.

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Speaker 1: I mean, I think we think about it all the

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Speaker 1: time in terms of you know, storytelling and certainly through

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Speaker 1: our product pipeline, you know, of the work is never

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Speaker 1: done right Again, we'll launch the shoe, and it's always

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Speaker 1: going to be about fine tuning, you know, how can

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Speaker 1: we make it better, how can we make it faster,

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Speaker 1: how can we make it lighter? And also how we

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Speaker 1: can continue to meet those aspirations of our athletes and

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Speaker 1: the consumer. And again where their goals or their pr

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Speaker 1: goals or whatever they're striving for in terms of their

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Speaker 1: impact and what they want to achieve is always changing.

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Speaker 1: You know, consumer is always evolving, and that's why we

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Speaker 1: really obsess that consumer. Come back to it again and

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Speaker 1: again to make sure that we're continuing to meet that

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Speaker 1: need and continuing to surprise them, but with new solutions

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Speaker 1: that will help help them reach their goals.

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Speaker 2: Now, I want to come back and double click on

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Speaker 2: kind of how a shoe gets made in just a

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Speaker 2: little bit, but before we get there. I love this

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Speaker 2: idea of always evolving and always kind of learning and

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Speaker 2: growing something that you've done a fair amount in your career,

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Speaker 2: you said you started out wanting to be this ad

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Speaker 2: lady in your evolution best plan. Talk to me about

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Speaker 2: how you've gotten to this place now, talk to me

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Speaker 2: a little bit about the moves that you made professionally

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Speaker 2: that inspired you to get into a marketing role like this.

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Speaker 1: Yeah, well, I think I guess starting early on, the

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Speaker 1: shift change happened. I started in very early days working

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Speaker 1: for Red Bull very much in the field on the

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Speaker 1: grounds right, and loved it. And that was really my

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Speaker 1: first experience in terms of seeing what what a real,

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Speaker 1: real brand building could feel like, largely because of the

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Speaker 1: experiential aspect of the Red Bull brand.

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Speaker 3: It just it was.

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Speaker 1: It was almost like a whole other like university college

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Speaker 1: degree in terms of best in class and again thinking

439
00:23:13,160 --> 00:23:19,439
Speaker 1: about how experiences with a brand are really invoke like

440
00:23:19,560 --> 00:23:22,720
Speaker 1: a memory, if you will, and that's what unlocks the

441
00:23:22,800 --> 00:23:26,880
Speaker 1: emotional ties to a brand. And that was a little

442
00:23:26,880 --> 00:23:28,480
Speaker 1: bit of the shift change for me in terms of

443
00:23:28,520 --> 00:23:31,439
Speaker 1: thinking about Okay, like I used to think marketing was

444
00:23:31,480 --> 00:23:34,000
Speaker 1: one thing, but if this is the aspect, like if

445
00:23:34,200 --> 00:23:37,320
Speaker 1: I can be part of like this emotional again kind

446
00:23:37,359 --> 00:23:41,119
Speaker 1: of world building and thinking about how you're leaving people

447
00:23:41,640 --> 00:23:45,359
Speaker 1: really in almost like a higher emotional space, not about

448
00:23:45,400 --> 00:23:48,480
Speaker 1: consumption maybe of even a product, but really sort of

449
00:23:49,160 --> 00:23:52,240
Speaker 1: where people feel connected to something bigger than themselves, like

450
00:23:52,600 --> 00:23:54,320
Speaker 1: I want to be a part of it, you know.

451
00:23:54,359 --> 00:23:58,280
Speaker 1: It was also the aspect in terms of thinking about

452
00:23:58,680 --> 00:24:00,560
Speaker 1: I very much set an intention and early on in

453
00:24:00,560 --> 00:24:02,320
Speaker 1: my career, I was like, I don't want just a job.

454
00:24:02,359 --> 00:24:04,000
Speaker 1: I don't want to paycheck. I want to do something

455
00:24:04,000 --> 00:24:07,240
Speaker 1: I'm passionate about. Right. We spent the majority of our

456
00:24:07,280 --> 00:24:10,119
Speaker 1: lives working, you know, in many ways, and I wanted

457
00:24:10,119 --> 00:24:12,800
Speaker 1: it to be something in a space that I truly

458
00:24:13,200 --> 00:24:16,720
Speaker 1: was passionate about. And sports and that connection particularly to

459
00:24:17,200 --> 00:24:20,880
Speaker 1: the outdoors and sports have always been kind of at

460
00:24:20,880 --> 00:24:23,480
Speaker 1: the heart of who I am. And seeing that I

461
00:24:23,480 --> 00:24:26,440
Speaker 1: would I would have an inroads to do that potentially

462
00:24:26,480 --> 00:24:29,960
Speaker 1: with some great global brands, I was like, I'm in, like,

463
00:24:30,320 --> 00:24:32,840
Speaker 1: let's keep doing this. And again, sort of through my

464
00:24:32,920 --> 00:24:35,639
Speaker 1: career I've had I'm just super grateful I've had the

465
00:24:35,680 --> 00:24:38,440
Speaker 1: opportunity to sort of have a journey with some great

466
00:24:38,440 --> 00:24:41,960
Speaker 1: brands again taking taking learnings and pieces of all of

467
00:24:42,000 --> 00:24:43,960
Speaker 1: those to where I am today at Hoka.

468
00:24:44,280 --> 00:24:47,720
Speaker 2: Was that desire to really lean into your passions when

469
00:24:47,720 --> 00:24:50,480
Speaker 2: we talk about sport. Was that something that was modeled

470
00:24:50,520 --> 00:24:53,639
Speaker 2: for you? Did you see someone else executing in that way?

471
00:24:53,800 --> 00:24:56,000
Speaker 2: So you thought, I too want to do this. I

472
00:24:56,000 --> 00:24:57,240
Speaker 2: don't want to just have a job.

473
00:24:57,920 --> 00:25:00,240
Speaker 1: The person that would most come to mind for me

474
00:25:00,720 --> 00:25:04,040
Speaker 1: is probably my mom. She's an educator and sort of

475
00:25:04,040 --> 00:25:08,280
Speaker 1: a forever educator. You know, she had gone from teaching,

476
00:25:08,400 --> 00:25:11,560
Speaker 1: gone back to get multiple masters, you know, retired as

477
00:25:11,560 --> 00:25:16,520
Speaker 1: an elementary school principal. But she was so passionate about education,

478
00:25:17,160 --> 00:25:21,840
Speaker 1: about learning about kids, about especially you know, for kids

479
00:25:21,880 --> 00:25:24,199
Speaker 1: maybe that that couldn't be seen or weren't served in

480
00:25:24,240 --> 00:25:25,399
Speaker 1: terms of special needs.

481
00:25:25,720 --> 00:25:27,080
Speaker 4: That was always her focus.

482
00:25:27,160 --> 00:25:31,080
Speaker 1: And you know, she she was so committed to it

483
00:25:31,359 --> 00:25:33,399
Speaker 1: in every way, and but I could see, you know,

484
00:25:33,480 --> 00:25:36,320
Speaker 1: she works really hard, but she also it was something

485
00:25:36,320 --> 00:25:39,239
Speaker 1: that she loved and truly, you know, she made an

486
00:25:39,280 --> 00:25:43,320
Speaker 1: impact you know, on individual lives and in those broader communities.

487
00:25:43,680 --> 00:25:46,080
Speaker 1: And so I think that that definitely was an inspiration

488
00:25:46,119 --> 00:25:47,639
Speaker 1: for me. I'm like, you know, again, you know, no

489
00:25:47,640 --> 00:25:50,560
Speaker 1: one wants to just punch a clock, right. We want

490
00:25:50,600 --> 00:25:53,480
Speaker 1: to hopefully find a balance where you know, we're we're

491
00:25:53,520 --> 00:25:56,280
Speaker 1: working to live and not living to work. And I

492
00:25:56,280 --> 00:25:59,600
Speaker 1: think finding a space within work that you truly feel

493
00:25:59,640 --> 00:26:02,880
Speaker 1: passion about and connected to, but that can also serve

494
00:26:02,960 --> 00:26:06,120
Speaker 1: you know, your broader personal goals. Is pretty much perfection.

495
00:26:06,280 --> 00:26:09,960
Speaker 2: Well, it's it's special, and it's certainly something that many

496
00:26:10,000 --> 00:26:14,479
Speaker 2: people seek but haven't necessarily found just yet or figured

497
00:26:14,520 --> 00:26:17,959
Speaker 2: out a way to tie the two together to monetize

498
00:26:18,040 --> 00:26:20,679
Speaker 2: the things that really excite them. It's actually something that

499
00:26:20,800 --> 00:26:24,119
Speaker 2: I get messages about regularly from women that listen to

500
00:26:24,160 --> 00:26:28,119
Speaker 2: the show, asking how would you advise that I start

501
00:26:28,200 --> 00:26:31,520
Speaker 2: a career maybe in sport or health or fitness or

502
00:26:31,560 --> 00:26:35,119
Speaker 2: media at this point, and if we talk about aging

503
00:26:35,160 --> 00:26:37,679
Speaker 2: and getting older, so many concerned that I didn't do

504
00:26:37,760 --> 00:26:41,560
Speaker 2: it soon enough right for someone maybe that comes to

505
00:26:41,600 --> 00:26:44,120
Speaker 2: you and asks a question in that vein, what would

506
00:26:44,160 --> 00:26:45,000
Speaker 2: you tell them?

507
00:26:45,640 --> 00:26:48,919
Speaker 1: I think, you know, don't be afraid to jump, you know,

508
00:26:49,119 --> 00:26:51,199
Speaker 1: And some of it can be progressive. Some of it

509
00:26:51,240 --> 00:26:54,200
Speaker 1: can start in terms of, you know, not being afraid

510
00:26:54,200 --> 00:26:56,639
Speaker 1: to try new things or again looking at things that

511
00:26:56,720 --> 00:26:59,119
Speaker 1: might feel maybe lateral moves. Like I think when we

512
00:26:59,160 --> 00:27:02,720
Speaker 1: think about develop sometimes always people think it's like it's

513
00:27:02,720 --> 00:27:05,200
Speaker 1: a from here to hear path and there's so many

514
00:27:05,240 --> 00:27:08,760
Speaker 1: different ways to experience Again, to stay curious, to sort

515
00:27:08,760 --> 00:27:12,240
Speaker 1: of have that aspect of learning and trying new things.

516
00:27:12,840 --> 00:27:18,000
Speaker 1: And obviously everybody's circumstances is different, but I think, you know,

517
00:27:18,160 --> 00:27:21,359
Speaker 1: being being not afraid to say, hey, this is something

518
00:27:21,400 --> 00:27:24,000
Speaker 1: I want to strive for. I think, particularly when it

519
00:27:24,000 --> 00:27:29,800
Speaker 1: comes to whether it's directly within marketing, sports marketing, product

520
00:27:29,920 --> 00:27:32,800
Speaker 1: marketing and those all those types of things. So much

521
00:27:32,800 --> 00:27:36,280
Speaker 1: of it is about is about people and the relationships

522
00:27:36,280 --> 00:27:38,639
Speaker 1: and the network. So I think you probably in a

523
00:27:38,680 --> 00:27:40,639
Speaker 1: more tactical sense that would be the first place I

524
00:27:40,640 --> 00:27:43,880
Speaker 1: would start is like, you know, getting like showing up,

525
00:27:43,920 --> 00:27:47,320
Speaker 1: you know, getting involved in the community, making introductions right

526
00:27:47,840 --> 00:27:50,040
Speaker 1: and those types of things, reaching out, you know, not

527
00:27:50,119 --> 00:27:53,119
Speaker 1: being afraid to also be a little bit vulnerable in

528
00:27:53,160 --> 00:27:56,159
Speaker 1: that because I think generally if people are passion like,

529
00:27:56,359 --> 00:27:59,000
Speaker 1: sensing that level of passion from someone in that space,

530
00:27:59,440 --> 00:28:01,200
Speaker 1: you know there's a chance you're going to get a

531
00:28:01,200 --> 00:28:04,119
Speaker 1: shot and certainly be introduced to the right people that

532
00:28:04,160 --> 00:28:05,000
Speaker 1: can help you get there.

533
00:28:05,080 --> 00:28:07,760
Speaker 2: I always think that there are two things that are important.

534
00:28:07,760 --> 00:28:11,320
Speaker 2: The first thing is one is opening up your circle

535
00:28:11,359 --> 00:28:13,080
Speaker 2: of luck. So what I mean by that is that

536
00:28:13,400 --> 00:28:16,520
Speaker 2: at any moment, you could be putting yourself in a

537
00:28:16,520 --> 00:28:20,240
Speaker 2: position that makes you luckier, and you make that conscious

538
00:28:20,320 --> 00:28:23,240
Speaker 2: choice by putting yourself out there. Right, So, if things

539
00:28:23,240 --> 00:28:25,560
Speaker 2: aren't going your way, you might want to stay home.

540
00:28:25,600 --> 00:28:28,200
Speaker 2: But what happens if today is the day that stepping

541
00:28:28,200 --> 00:28:30,800
Speaker 2: out gets you to meet that person that helps unlock

542
00:28:30,840 --> 00:28:34,119
Speaker 2: the next door. Right, So there's that, And then the

543
00:28:34,200 --> 00:28:36,760
Speaker 2: second thing is being where your feet are when you

544
00:28:36,800 --> 00:28:37,639
Speaker 2: get out the door.

545
00:28:38,000 --> 00:28:38,320
Speaker 3: Right.

546
00:28:38,400 --> 00:28:40,760
Speaker 2: So it's not just Okay, I'm going to open the

547
00:28:40,800 --> 00:28:43,000
Speaker 2: door and step into the room. It's then you have

548
00:28:43,040 --> 00:28:45,240
Speaker 2: to work the room. Then you have to be where

549
00:28:45,240 --> 00:28:47,560
Speaker 2: you are so that you can meet the people that

550
00:28:47,840 --> 00:28:49,160
Speaker 2: are standing all around you.

551
00:28:49,920 --> 00:28:51,880
Speaker 1: Yeah. You just you got to put yourself out there,

552
00:28:51,960 --> 00:28:54,080
Speaker 1: you know. And it's hard, you know, and we all

553
00:28:54,120 --> 00:28:56,239
Speaker 1: have different Some of us are extroverts, some of us

554
00:28:56,280 --> 00:28:59,360
Speaker 1: are introverts, you know, in all those ways. But I

555
00:28:59,400 --> 00:29:03,440
Speaker 1: always come back to, you know, like, if you love something,

556
00:29:03,480 --> 00:29:05,360
Speaker 1: if you if you position yourself in the right way,

557
00:29:05,400 --> 00:29:07,760
Speaker 1: both in in terms of being in the right place

558
00:29:07,760 --> 00:29:10,280
Speaker 1: at the right time, with the right skill sets, you know,

559
00:29:11,280 --> 00:29:13,520
Speaker 1: I think the world tends to work in your favor.

560
00:29:13,960 --> 00:29:16,440
Speaker 1: And again, finding the right people that can connect you

561
00:29:16,600 --> 00:29:18,800
Speaker 1: in the right ways, I know has always been been

562
00:29:18,800 --> 00:29:21,360
Speaker 1: in inroads for me and sometimes you know, I've had

563
00:29:21,400 --> 00:29:24,040
Speaker 1: to step into things that maybe felt like, oh, am

564
00:29:24,120 --> 00:29:26,680
Speaker 1: I you know, do I have an imposter syndrome? Am

565
00:29:26,680 --> 00:29:28,080
Speaker 1: I ready for this? And it's like, you know what,

566
00:29:29,440 --> 00:29:32,080
Speaker 1: like I'll figure it out, right, you know, ultimately coming

567
00:29:32,120 --> 00:29:35,440
Speaker 1: back to the only person that's truly going to bet

568
00:29:35,480 --> 00:29:38,840
Speaker 1: on you is you, and having the inner confidence to know,

569
00:29:39,000 --> 00:29:41,480
Speaker 1: like you know again that luck and the right moment

570
00:29:41,520 --> 00:29:44,880
Speaker 1: and right time is going to happen, and almost kind

571
00:29:44,880 --> 00:29:48,680
Speaker 1: of manifesting into that, not just in sort of meditation

572
00:29:48,800 --> 00:29:51,760
Speaker 1: and mindset, but again just putting yourself out there, right,

573
00:29:51,920 --> 00:29:55,720
Speaker 1: reaching out, showing up in the right spaces and places right,

574
00:29:55,760 --> 00:29:58,600
Speaker 1: I mean, even within the wrong community, right, even starting

575
00:29:58,640 --> 00:30:01,440
Speaker 1: within run specialty or run retail. You know, those are

576
00:30:01,480 --> 00:30:04,280
Speaker 1: all inroads to the industry.

577
00:30:03,880 --> 00:30:06,960
Speaker 2: All inroads to the industry. When we talk about imposter

578
00:30:07,080 --> 00:30:10,880
Speaker 2: syndrome and maybe feeling as though you were pushing for

579
00:30:10,920 --> 00:30:14,120
Speaker 2: something that could be quote unquote bigger than you, what

580
00:30:14,200 --> 00:30:16,400
Speaker 2: advice do you have to offer for someone who may

581
00:30:16,440 --> 00:30:17,840
Speaker 2: be resonating in that feeling.

582
00:30:19,000 --> 00:30:23,040
Speaker 1: Well, I have always approached it and hey, I might

583
00:30:23,080 --> 00:30:25,080
Speaker 1: screw this up, but that's okay, you.

584
00:30:25,040 --> 00:30:25,560
Speaker 4: Know, what I mean.

585
00:30:25,720 --> 00:30:29,160
Speaker 1: Yeah, maybe I'll show up and not know anyone right,

586
00:30:29,240 --> 00:30:31,640
Speaker 1: or maybe I won't say the right things. But you've

587
00:30:31,680 --> 00:30:34,720
Speaker 1: also just like you won't know until you try, and

588
00:30:34,800 --> 00:30:37,880
Speaker 1: sometimes you won't know until you fail and you try, right,

589
00:30:38,000 --> 00:30:39,520
Speaker 1: and then you go back and try again. You know,

590
00:30:39,600 --> 00:30:41,960
Speaker 1: at the end of the day, no one else is

591
00:30:42,000 --> 00:30:44,480
Speaker 1: going to do it for you, and so finding those

592
00:30:44,560 --> 00:30:47,520
Speaker 1: ways to just have a little bit of perseverance or

593
00:30:47,560 --> 00:30:50,920
Speaker 1: as you're moving through it something isn't working out. Always

594
00:30:51,000 --> 00:30:54,440
Speaker 1: just having that feedback loop. I try and keep that

595
00:30:54,520 --> 00:30:57,400
Speaker 1: even today, right, like I'll have a feedback loop coming

596
00:30:57,440 --> 00:31:00,320
Speaker 1: out of this conversation. I do feedback loops when I

597
00:31:00,480 --> 00:31:03,400
Speaker 1: give a big presentation, right, I'm like, Okay, that was good.

598
00:31:03,440 --> 00:31:04,360
Speaker 4: How could have been better?

599
00:31:04,640 --> 00:31:04,840
Speaker 3: You know?

600
00:31:04,960 --> 00:31:07,040
Speaker 1: And it's not in a critique way. It's more like,

601
00:31:07,160 --> 00:31:09,320
Speaker 1: let's lock this in for what I want to do

602
00:31:09,400 --> 00:31:12,280
Speaker 1: next or maybe hey, I tried this and maybe I

603
00:31:12,280 --> 00:31:15,800
Speaker 1: don't like doing a podcast, you know what, that's okay too,

604
00:31:15,640 --> 00:31:18,560
Speaker 1: to sort of but keeping that feedback loop in terms

605
00:31:18,560 --> 00:31:22,400
Speaker 1: of either what you need to do next time, or

606
00:31:22,440 --> 00:31:25,320
Speaker 1: maybe hey, maybe I want to try a different path

607
00:31:25,360 --> 00:31:27,120
Speaker 1: and take a different inroad there.

608
00:31:27,080 --> 00:31:29,120
Speaker 2: Let's break that down even a little bit more, because

609
00:31:29,120 --> 00:31:31,520
Speaker 2: I think this is a really helpful tool, right, this

610
00:31:31,600 --> 00:31:33,880
Speaker 2: feedback loop, And it's something that I do as well,

611
00:31:33,920 --> 00:31:37,520
Speaker 2: specifically for myself, mostly after I host a live event.

612
00:31:37,680 --> 00:31:40,480
Speaker 2: So whether it's a live podcast or a fireside or

613
00:31:40,520 --> 00:31:44,320
Speaker 2: moderate a panel, I'll leave the event, and my post

614
00:31:44,360 --> 00:31:47,080
Speaker 2: event routine is that if I'm in New York, I

615
00:31:47,120 --> 00:31:48,800
Speaker 2: go to the exact same restaurant, I sit in the

616
00:31:48,800 --> 00:31:50,760
Speaker 2: exact same seat, the exact same corner.

617
00:31:50,960 --> 00:31:52,880
Speaker 3: Love it, I love it, and I get the.

618
00:31:52,800 --> 00:31:55,680
Speaker 2: Exact same glass of wine, and I do like a

619
00:31:55,720 --> 00:32:00,160
Speaker 2: post boredom, and I ask the exact same questions. So

620
00:32:00,840 --> 00:32:03,880
Speaker 2: I don't know if your feedback loop is this specific,

621
00:32:04,320 --> 00:32:06,440
Speaker 2: but when you do something like that, what could it

622
00:32:06,600 --> 00:32:07,280
Speaker 2: entail for you?

623
00:32:08,560 --> 00:32:10,880
Speaker 1: It's not that specific, but I like yours and I

624
00:32:10,920 --> 00:32:13,360
Speaker 1: want your restaurant recommendation, the line I want, I want

625
00:32:13,400 --> 00:32:16,560
Speaker 1: all the deep gotcha. No, I think it's just more

626
00:32:16,760 --> 00:32:20,560
Speaker 1: in a like a methodology, if you will, again, I

627
00:32:20,960 --> 00:32:22,800
Speaker 1: really try and put it into practice, not just for

628
00:32:22,840 --> 00:32:24,800
Speaker 1: the big moments, but even the small ones. You know,

629
00:32:24,880 --> 00:32:28,480
Speaker 1: even if it's in like a tough conversation, perhaps at work, right,

630
00:32:28,560 --> 00:32:31,600
Speaker 1: whether that's in you've got to deliver hard feedback or

631
00:32:31,640 --> 00:32:34,080
Speaker 1: you've got to have a coaching cession with someone, right,

632
00:32:34,440 --> 00:32:36,800
Speaker 1: you know, coming out of that to go, Okay, did

633
00:32:36,800 --> 00:32:40,080
Speaker 1: that land I wanted it to? How did that person feel?

634
00:32:40,560 --> 00:32:42,400
Speaker 1: Is there something I could have done different better?

635
00:32:42,480 --> 00:32:42,640
Speaker 2: You know?

636
00:32:42,720 --> 00:32:46,120
Speaker 1: It's almost just sort of like just a little check in,

637
00:32:46,400 --> 00:32:50,120
Speaker 1: sort of like putting aside what you can learn in

638
00:32:50,160 --> 00:32:52,520
Speaker 1: the micro moments if you will. And again it's not

639
00:32:52,600 --> 00:32:54,560
Speaker 1: something that it's like one hundred times a day, but

640
00:32:54,760 --> 00:32:57,280
Speaker 1: just like where those critical things are and sort of

641
00:32:57,280 --> 00:33:00,000
Speaker 1: sitting with you know sometimes if I'm like, I feel

642
00:33:00,080 --> 00:33:02,600
Speaker 1: good about that, what could I have done better? Right?

643
00:33:02,760 --> 00:33:04,480
Speaker 1: You know? How could we have set that up differently?

644
00:33:05,240 --> 00:33:07,360
Speaker 1: It's just trying to make those like mental notes and

645
00:33:07,400 --> 00:33:11,240
Speaker 1: almost that it's almost a behavior shift, right, So it's

646
00:33:11,880 --> 00:33:14,840
Speaker 1: hopefully it does become a little more muscle memory, right,

647
00:33:14,880 --> 00:33:17,080
Speaker 1: whether it's about a one on one engagement, if it's

648
00:33:17,360 --> 00:33:20,360
Speaker 1: in a speaking engagement, like you said, whatever that might

649
00:33:20,400 --> 00:33:24,000
Speaker 1: be where each time you're yeah, your muscle memory is

650
00:33:24,040 --> 00:33:27,360
Speaker 1: there of what you maybe wanted to do differently last time,

651
00:33:27,720 --> 00:33:29,200
Speaker 1: and then you'll learn something new in the.

652
00:33:29,160 --> 00:33:31,520
Speaker 2: Next It's a wrap, right, and you got to do

653
00:33:31,600 --> 00:33:33,280
Speaker 2: more reps to get stronger.

654
00:33:32,960 --> 00:33:35,920
Speaker 1: I mean always right, and there's there's almost like never

655
00:33:35,960 --> 00:33:38,160
Speaker 1: a ceiling to be honest. I mean that's where it's

656
00:33:38,200 --> 00:33:40,720
Speaker 1: like people will say, oh, you know, you might have

657
00:33:40,760 --> 00:33:42,360
Speaker 1: a strength and X, and it's like, yeah, but it

658
00:33:42,400 --> 00:33:44,360
Speaker 1: could always be better. And I'm still working on these

659
00:33:44,360 --> 00:33:46,960
Speaker 1: five other things that I want to be strengths that

660
00:33:47,160 --> 00:33:47,680
Speaker 1: we aren't there.

661
00:33:47,800 --> 00:33:49,080
Speaker 3: What are you working on right now?

662
00:33:50,320 --> 00:33:53,600
Speaker 1: What am I working on right now? Lifting up to

663
00:33:53,680 --> 00:33:55,480
Speaker 1: like what's next? You know a lot of times in

664
00:33:55,520 --> 00:33:58,080
Speaker 1: the day today, especially a brand like Hokah, which is

665
00:33:58,120 --> 00:34:01,160
Speaker 1: scaling so quickly, there's no shortage of things to do,

666
00:34:01,240 --> 00:34:03,200
Speaker 1: and there's always so many things that are like right

667
00:34:03,240 --> 00:34:05,240
Speaker 1: in front of us, you know, to solve and fix

668
00:34:05,720 --> 00:34:09,400
Speaker 1: and expand on. But continually also you know, having that

669
00:34:09,480 --> 00:34:12,200
Speaker 1: trust in my team to do the good things and

670
00:34:12,560 --> 00:34:15,480
Speaker 1: make things happen, but lift up right, to always be

671
00:34:15,560 --> 00:34:18,800
Speaker 1: looking further ahead so we can really create the roadmap

672
00:34:18,880 --> 00:34:20,839
Speaker 1: to where we want to go and unlock all that

673
00:34:20,880 --> 00:34:25,040
Speaker 1: potential and clear guidance and direction for my team. On

674
00:34:25,480 --> 00:34:28,640
Speaker 1: the personal side, I think it is always coming back

675
00:34:28,680 --> 00:34:32,759
Speaker 1: to again finding balance, which I actually think is unrealistic.

676
00:34:33,480 --> 00:34:35,319
Speaker 1: Fair women talk about it a lot, but I'm like

677
00:34:35,760 --> 00:34:38,400
Speaker 1: there's no I at least in my experience. I'm like,

678
00:34:38,520 --> 00:34:39,640
Speaker 1: there's never really balance.

679
00:34:39,760 --> 00:34:42,200
Speaker 2: Also, like no one's asking men how they find balance.

680
00:34:42,360 --> 00:34:45,000
Speaker 2: Everyone's like, sweetie, are you okay. It's like, just because

681
00:34:45,000 --> 00:34:47,520
Speaker 2: I'm emotional, you think I need to find more balance

682
00:34:47,560 --> 00:34:48,160
Speaker 2: in my life.

683
00:34:48,280 --> 00:34:50,680
Speaker 4: I yeah, no, but for me it always does.

684
00:34:51,080 --> 00:34:53,200
Speaker 1: I sort of switched my language a few years ago

685
00:34:53,360 --> 00:34:58,080
Speaker 1: into finding harmony. Oh I like that, And it's really

686
00:34:58,160 --> 00:35:00,640
Speaker 1: is about that balance of work and life. You know,

687
00:35:00,960 --> 00:35:03,960
Speaker 1: I'm a worky mom. I've got two young girls. You know,

688
00:35:03,960 --> 00:35:06,680
Speaker 1: I've got family and everything else. You know, there's always

689
00:35:06,800 --> 00:35:10,719
Speaker 1: ten thousand things happening, but sort of always reassessing. Like

690
00:35:10,800 --> 00:35:13,520
Speaker 1: the harmony, which balance feels like, okay, you have to

691
00:35:13,520 --> 00:35:14,680
Speaker 1: find the balance or you failed.

692
00:35:14,760 --> 00:35:14,920
Speaker 2: Right.

693
00:35:15,280 --> 00:35:18,640
Speaker 1: Harmony is like this is my harmony this week, right,

694
00:35:19,000 --> 00:35:21,759
Speaker 1: Or maybe this is my harmony today, or maybe this

695
00:35:21,840 --> 00:35:24,080
Speaker 1: is my harmony this morning, because there's so many different

696
00:35:24,120 --> 00:35:26,920
Speaker 1: things going on, but just that sort of acknowledgment that

697
00:35:27,560 --> 00:35:29,040
Speaker 1: I'm not going to be perfect. I'm not going to

698
00:35:29,080 --> 00:35:31,160
Speaker 1: be able to be excellent at all the things or

699
00:35:31,200 --> 00:35:34,040
Speaker 1: maybe all the roles that I have to play in

700
00:35:34,160 --> 00:35:36,960
Speaker 1: my world. But that's okay, and sometimes I have to

701
00:35:37,080 --> 00:35:40,280
Speaker 1: prioritize certain things and that means we compromise in others

702
00:35:40,800 --> 00:35:43,960
Speaker 1: and that's okay. It's a little bit of the harmony

703
00:35:44,320 --> 00:35:48,319
Speaker 1: and embracing the imperfection at times, but not dwelling on it,

704
00:35:48,400 --> 00:35:51,319
Speaker 1: you know, and just knowing it is shifting sometimes again

705
00:35:51,400 --> 00:35:54,880
Speaker 1: on a sometimes on an hourly basis, de having on

706
00:35:54,920 --> 00:35:55,480
Speaker 1: what's going on.

707
00:35:55,560 --> 00:35:58,040
Speaker 2: Harmony is having three buckets. Each of the buckets has

708
00:35:58,080 --> 00:36:00,279
Speaker 2: a hole in it, and you're okay with let some

709
00:36:00,320 --> 00:36:01,040
Speaker 2: of the water.

710
00:36:00,880 --> 00:36:03,680
Speaker 4: So well, No, that's a little leaky, That's okay.

711
00:36:03,400 --> 00:36:03,920
Speaker 3: It's okay.

712
00:36:04,000 --> 00:36:06,719
Speaker 2: It's never going to go empty because we're working on

713
00:36:06,760 --> 00:36:10,200
Speaker 2: that harmony. Yeah, they all have something at any given moment.

714
00:36:10,280 --> 00:36:11,960
Speaker 1: That's a great analogy for got you.

715
00:36:12,080 --> 00:36:15,320
Speaker 2: I'm here for you now. You mentioned having two young girls. Also,

716
00:36:15,600 --> 00:36:19,120
Speaker 2: you are leading teams at work. When we think about

717
00:36:19,120 --> 00:36:24,120
Speaker 2: being someone that's a leader, what characteristics do you have

718
00:36:24,440 --> 00:36:26,239
Speaker 2: that make you good at that?

719
00:36:27,360 --> 00:36:32,400
Speaker 1: For me, I think again, being curious, striving to listen

720
00:36:32,760 --> 00:36:37,560
Speaker 1: and learn and hear what's going on. Also just trying

721
00:36:37,600 --> 00:36:41,080
Speaker 1: to lead with empathy, you know. I think again, some

722
00:36:41,560 --> 00:36:43,799
Speaker 1: great mentors I've had the privilege to work with over

723
00:36:43,800 --> 00:36:46,759
Speaker 1: the past few years have really embedded that in me

724
00:36:47,160 --> 00:36:49,480
Speaker 1: and kind of shown the way. And that's one that

725
00:36:49,760 --> 00:36:53,400
Speaker 1: again I think really fosters not only great work in

726
00:36:53,480 --> 00:36:57,080
Speaker 1: the output, but great team and culture internally, which is

727
00:36:57,120 --> 00:36:59,440
Speaker 1: probably even more important than what the output is.

728
00:37:00,200 --> 00:37:03,879
Speaker 2: Listening is really important, and I think that many individuals

729
00:37:03,920 --> 00:37:06,759
Speaker 2: that either are in positions of leadership or strive to

730
00:37:06,760 --> 00:37:11,200
Speaker 2: be in positions of leadership take their time to get

731
00:37:11,200 --> 00:37:16,279
Speaker 2: to that lesson. Often in my experience, I have found

732
00:37:16,320 --> 00:37:20,279
Speaker 2: that that's a lesson you learn through application. That's a

733
00:37:20,360 --> 00:37:24,319
Speaker 2: lesson you learn when maybe you did some sort of

734
00:37:24,360 --> 00:37:27,760
Speaker 2: a post mortem and you realize I could have listened better,

735
00:37:28,160 --> 00:37:29,680
Speaker 2: or I could have done this differently.

736
00:37:30,000 --> 00:37:31,239
Speaker 4: Absolutely well.

737
00:37:31,400 --> 00:37:33,640
Speaker 1: Yeah, And I would say that's a direct example when

738
00:37:33,640 --> 00:37:35,799
Speaker 1: I think about what can I you know that sort

739
00:37:35,840 --> 00:37:39,120
Speaker 1: of like mental note, I wasn't always a great listener,

740
00:37:39,440 --> 00:37:42,640
Speaker 1: to be honest, and am I excellent at it today?

741
00:37:43,120 --> 00:37:43,600
Speaker 4: I don't know.

742
00:37:43,960 --> 00:37:46,839
Speaker 1: I'm always striving to be better and always keeping that

743
00:37:46,880 --> 00:37:49,080
Speaker 1: in check. But I'd say that's one of the biggest

744
00:37:49,080 --> 00:37:51,840
Speaker 1: filters I have is you know, it's not always the

745
00:37:51,880 --> 00:37:54,560
Speaker 1: loudest voice in the room, it's not always the most

746
00:37:54,600 --> 00:37:58,759
Speaker 1: senior voice in the room. That is sharing maybe the

747
00:37:58,840 --> 00:38:01,240
Speaker 1: right past, the right idea is, or the right topics

748
00:38:01,320 --> 00:38:03,680
Speaker 1: right that we really need to be talking about and

749
00:38:03,800 --> 00:38:07,480
Speaker 1: welcoming in those perspectives. And you know, whether that's in

750
00:38:07,640 --> 00:38:10,080
Speaker 1: both the active listening but also seeing maybe who in

751
00:38:10,120 --> 00:38:12,600
Speaker 1: the room needs to maybe be pulled in to say,

752
00:38:12,600 --> 00:38:14,680
Speaker 1: like I want to hear what you have to say. Yeah,

753
00:38:14,719 --> 00:38:17,560
Speaker 1: you know, and I really do try and strive to

754
00:38:18,040 --> 00:38:19,560
Speaker 1: model that in my.

755
00:38:19,600 --> 00:38:20,120
Speaker 4: Day to day.

756
00:38:20,200 --> 00:38:22,759
Speaker 1: But like I said, the learning is never done.

757
00:38:23,000 --> 00:38:26,560
Speaker 2: Yeah, listening something that you mentioned also has been a

758
00:38:26,560 --> 00:38:30,399
Speaker 2: big part of working with run crews and learning more

759
00:38:30,480 --> 00:38:33,600
Speaker 2: about run culture for Hoka. Talk to me a little

760
00:38:33,600 --> 00:38:36,680
Speaker 2: bit about what you've learned as a brand through the

761
00:38:36,760 --> 00:38:39,320
Speaker 2: listening that you've done over the last few years.

762
00:38:39,920 --> 00:38:40,280
Speaker 3: Yeah.

763
00:38:40,320 --> 00:38:43,880
Speaker 1: Well, I mean, certainly, staying very closely connected to the

764
00:38:43,920 --> 00:38:48,160
Speaker 1: consumer is central to why Hokah exists. You know, we

765
00:38:48,160 --> 00:38:52,359
Speaker 1: were founded you know, working directly with athletes, right and

766
00:38:52,440 --> 00:38:55,719
Speaker 1: delving into those insights is what unlocked you know, ultimately

767
00:38:55,760 --> 00:38:59,439
Speaker 1: Hoca solutions and our product, and that is something again

768
00:38:59,480 --> 00:39:03,920
Speaker 1: that is really core to our entire planning and process.

769
00:39:04,320 --> 00:39:09,160
Speaker 1: We do truly center the consumer. Everything from marketing, what's

770
00:39:09,160 --> 00:39:12,400
Speaker 1: happening in terms of community and culture, and most importantly

771
00:39:12,440 --> 00:39:15,560
Speaker 1: through our product creation process. You know, continually coming back

772
00:39:15,600 --> 00:39:18,520
Speaker 1: to the tweaking not only with our elite athletes and

773
00:39:18,560 --> 00:39:22,120
Speaker 1: listening and learning from them as an extension of that partnership,

774
00:39:22,360 --> 00:39:25,320
Speaker 1: but also you know, with those day to day runners

775
00:39:25,400 --> 00:39:29,120
Speaker 1: and everyone in between, is making sure that we're always

776
00:39:29,160 --> 00:39:32,719
Speaker 1: staying informed because ultimately that ultimate choice sits with them.

777
00:39:32,920 --> 00:39:33,080
Speaker 4: Right.

778
00:39:33,160 --> 00:39:36,040
Speaker 1: We can talk about ourselves all day long, we can

779
00:39:36,080 --> 00:39:38,319
Speaker 1: sort of think about, hey, this is what we think

780
00:39:38,400 --> 00:39:41,080
Speaker 1: is next in class innovation, right, but if it's not

781
00:39:41,239 --> 00:39:44,520
Speaker 1: directly drawn to that consumer insight and how we're solving

782
00:39:44,640 --> 00:39:47,919
Speaker 1: problems for them, you know, it's not going to pass

783
00:39:47,960 --> 00:39:50,680
Speaker 1: the bar. So yeah, it's ultimately that the power does

784
00:39:50,760 --> 00:39:53,840
Speaker 1: it with the consumer. But I think that's what's exciting again,

785
00:39:53,880 --> 00:39:57,320
Speaker 1: that's what we're always continually learning about, not just the

786
00:39:57,840 --> 00:40:01,080
Speaker 1: act of running and movement, but also when we think

787
00:40:01,120 --> 00:40:05,000
Speaker 1: about the differences right as a global brand, how those

788
00:40:05,080 --> 00:40:07,880
Speaker 1: communities and cultures are so nuanced, you know, around the

789
00:40:07,880 --> 00:40:11,520
Speaker 1: world is all super exciting and super interesting, and certainly

790
00:40:11,960 --> 00:40:13,600
Speaker 1: I think what always inspires our teams.

791
00:40:13,960 --> 00:40:16,120
Speaker 2: I'm going to push you for a second, if it's

792
00:40:16,239 --> 00:40:18,440
Speaker 2: nuanced and it's different around the world. Can you give

793
00:40:18,480 --> 00:40:20,360
Speaker 2: me an example of a difference.

794
00:40:21,280 --> 00:40:23,680
Speaker 1: Run crews, for example, is a big aspect of that.

795
00:40:23,800 --> 00:40:26,759
Speaker 1: But when you go to what run crews look like,

796
00:40:27,400 --> 00:40:31,800
Speaker 1: how and what they're driving within each of the different

797
00:40:32,360 --> 00:40:36,839
Speaker 1: regions is different in different ways. Also, the motivations of

798
00:40:36,920 --> 00:40:41,759
Speaker 1: those runners within different regions are different. For example, when

799
00:40:41,760 --> 00:40:44,880
Speaker 1: you go to Japan, there's a different level of discipline

800
00:40:45,000 --> 00:40:47,719
Speaker 1: around running in terms of that being a priority for

801
00:40:47,800 --> 00:40:49,840
Speaker 1: a lot of those runners. Again, when it comes to

802
00:40:50,480 --> 00:40:54,120
Speaker 1: North America, for example, it's more closely connected to sort

803
00:40:54,160 --> 00:40:56,040
Speaker 1: of broader culture in different ways.

804
00:40:56,719 --> 00:40:57,720
Speaker 4: Neither right or wrong.

805
00:40:57,840 --> 00:40:59,600
Speaker 1: It's more so in terms of how do we think

806
00:40:59,600 --> 00:41:04,320
Speaker 1: about shaping the experiences that we create, the stories we tell,

807
00:41:04,760 --> 00:41:08,239
Speaker 1: how we bring human more human stories to life that

808
00:41:08,280 --> 00:41:11,520
Speaker 1: feel very relevant and inspired in those local communities.

809
00:41:13,680 --> 00:41:32,000
Speaker 2: When you think about the various marketing channels that are

810
00:41:32,120 --> 00:41:35,080
Speaker 2: available to you, if you had to pick just one,

811
00:41:35,480 --> 00:41:37,520
Speaker 2: you only get one marketing channel to work on for

812
00:41:37,560 --> 00:41:38,520
Speaker 2: the rest of your career.

813
00:41:39,200 --> 00:41:43,960
Speaker 1: Where are you going, I'd have to say emphatically with

814
00:41:44,120 --> 00:41:48,439
Speaker 1: experience and again kind of thinking about what unlocked sort

815
00:41:48,440 --> 00:41:52,120
Speaker 1: of the pathway to me career wise, but also where

816
00:41:52,160 --> 00:41:56,360
Speaker 1: that great greatest brand building comes from is an experience,

817
00:41:56,520 --> 00:42:00,000
Speaker 1: because again it unlocks and invokes a memory, right, whether

818
00:42:00,200 --> 00:42:03,239
Speaker 1: that's in what you did, what you saw there, the

819
00:42:03,280 --> 00:42:06,560
Speaker 1: people you met, the way you felt accur an experience,

820
00:42:06,680 --> 00:42:12,000
Speaker 1: whether that's again a running event. It could be a panel,

821
00:42:12,160 --> 00:42:15,319
Speaker 1: you know with someone like you like learning and connecting.

822
00:42:15,400 --> 00:42:18,440
Speaker 1: I'm kind of getting deeper into that community building.

823
00:42:18,800 --> 00:42:19,720
Speaker 4: It could be a race.

824
00:42:20,320 --> 00:42:24,000
Speaker 1: Whatever it is you know that'll that memory evokes emotion

825
00:42:24,320 --> 00:42:26,960
Speaker 1: and ultimately that's what always is going to bring people

826
00:42:27,000 --> 00:42:32,680
Speaker 1: back to a brand, taking it out of just consumption, right,

827
00:42:32,800 --> 00:42:35,960
Speaker 1: selling more things, buying more things, to more of a

828
00:42:36,000 --> 00:42:38,239
Speaker 1: world where people see themselves in it and want to

829
00:42:38,280 --> 00:42:38,920
Speaker 1: be a part of it.

830
00:42:39,800 --> 00:42:42,440
Speaker 2: When we think about the experience that you've had in

831
00:42:42,480 --> 00:42:46,799
Speaker 2: this role at Hoka, talk to me about perhaps what

832
00:42:46,880 --> 00:42:48,359
Speaker 2: your highlights have been.

833
00:42:49,080 --> 00:42:53,000
Speaker 1: Oh my, I highlights, there's so many. You know, I'll

834
00:42:53,040 --> 00:42:55,359
Speaker 1: be five years with the brand coming up in May

835
00:42:55,880 --> 00:42:59,320
Speaker 1: and it's actually just flown by, which is kind of surprising.

836
00:42:59,680 --> 00:43:03,440
Speaker 1: But I think certainly the memories that I have just

837
00:43:03,520 --> 00:43:06,880
Speaker 1: with our teammates in terms of exploration, being able to

838
00:43:06,920 --> 00:43:10,520
Speaker 1: travel to different markets again, get to see what's happening

839
00:43:10,560 --> 00:43:14,120
Speaker 1: with our consumer and run culture is always super exciting

840
00:43:14,360 --> 00:43:16,600
Speaker 1: and just being able to spend time with them our

841
00:43:16,640 --> 00:43:20,400
Speaker 1: experiences you know that we shared at UTMB, which is

842
00:43:20,480 --> 00:43:24,680
Speaker 1: really one of the course bases and races where Hoka

843
00:43:24,840 --> 00:43:27,200
Speaker 1: was born. You know, it was the first testing ground

844
00:43:27,200 --> 00:43:29,640
Speaker 1: for some of our first samples and really kind of

845
00:43:29,640 --> 00:43:33,200
Speaker 1: surged as an inspiration of how far could these shoes

846
00:43:33,239 --> 00:43:38,239
Speaker 1: actually go. It's such a special place Shamany and just

847
00:43:38,280 --> 00:43:41,120
Speaker 1: an incredible experience in terms of being able to be

848
00:43:41,200 --> 00:43:43,960
Speaker 1: a part of the trail running community, which is very

849
00:43:44,040 --> 00:43:48,960
Speaker 1: special within the broader run community. Also, I would say

850
00:43:49,160 --> 00:43:51,400
Speaker 1: again for me, a lot of it comes down to

851
00:43:51,480 --> 00:43:54,560
Speaker 1: the people. You know, we have a very unique opportunity

852
00:43:54,600 --> 00:43:57,720
Speaker 1: at Hokah where our founders are still involved with the brand,

853
00:43:57,920 --> 00:43:59,680
Speaker 1: and I have to say, this is the first brand

854
00:43:59,680 --> 00:44:01,919
Speaker 1: I've worked that where I've been able to have that

855
00:44:02,120 --> 00:44:06,160
Speaker 1: relationship and experience and it's super special, you know, just

856
00:44:06,200 --> 00:44:08,360
Speaker 1: to be with the people that started it all, for

857
00:44:08,480 --> 00:44:10,719
Speaker 1: them to see the fruition you know, of where the

858
00:44:10,760 --> 00:44:14,239
Speaker 1: brand is today, but also always having an insight to

859
00:44:14,320 --> 00:44:16,879
Speaker 1: come back to you know, every conversation I have with them,

860
00:44:16,920 --> 00:44:18,759
Speaker 1: I'm like I just learned something new, and you know,

861
00:44:18,800 --> 00:44:21,520
Speaker 1: I've known these guys forever, so I think all those

862
00:44:21,520 --> 00:44:25,279
Speaker 1: things are really special parts of Hoka. I could go

863
00:44:25,320 --> 00:44:27,839
Speaker 1: on and on. I mean, between marathon moments everything else.

864
00:44:27,920 --> 00:44:31,600
Speaker 1: You know, anytime you're out there, whether you're actually you know,

865
00:44:32,040 --> 00:44:34,480
Speaker 1: signing up and running the race to being there to

866
00:44:34,640 --> 00:44:37,239
Speaker 1: cheer on, I mean, it just fills my cup, you know.

867
00:44:37,280 --> 00:44:40,560
Speaker 1: Every time we were out at the Chicago Marathon this

868
00:44:40,680 --> 00:44:42,840
Speaker 1: last fall, and I call myself more of a I

869
00:44:42,920 --> 00:44:44,399
Speaker 1: used to run a lot of marathons. I'm a little

870
00:44:44,400 --> 00:44:46,600
Speaker 1: bit of a lapsed marathon runner at this point with

871
00:44:46,640 --> 00:44:49,279
Speaker 1: everything else going on, but you know, being able to

872
00:44:49,320 --> 00:44:52,480
Speaker 1: be there cheering on the fans, I was like, this energy,

873
00:44:52,520 --> 00:44:55,640
Speaker 1: the spirit is exactly what I felt when I trained

874
00:44:55,640 --> 00:44:58,359
Speaker 1: for and ran my first marathon, you know, twenty years ago,

875
00:44:58,760 --> 00:44:59,760
Speaker 1: to what I feel today.

876
00:45:00,120 --> 00:45:01,919
Speaker 4: It's like, this is what I love.

877
00:45:02,400 --> 00:45:05,520
Speaker 1: I love seeing people achieve things they maybe didn't think

878
00:45:05,520 --> 00:45:09,560
Speaker 1: we're possible, overcoming challenges and just the spirit of community

879
00:45:09,600 --> 00:45:12,120
Speaker 1: coming together to cheer people on to go run that

880
00:45:12,120 --> 00:45:14,920
Speaker 1: twenty six point two is like it gets you fired up.

881
00:45:15,160 --> 00:45:15,520
Speaker 4: Yeah.

882
00:45:15,560 --> 00:45:18,279
Speaker 1: So I hope that we can continue to create those

883
00:45:18,320 --> 00:45:22,680
Speaker 1: worlds where people feel invited into that again, whether they're participating,

884
00:45:22,719 --> 00:45:25,359
Speaker 1: whether they're winning those races or they're just there as

885
00:45:25,440 --> 00:45:27,560
Speaker 1: part of the community and cheering people on.

886
00:45:27,640 --> 00:45:30,520
Speaker 2: A lapsed marathon runner. What does activity look like for

887
00:45:30,600 --> 00:45:31,360
Speaker 2: you these days?

888
00:45:32,120 --> 00:45:33,880
Speaker 1: Well, today, I'm a little bit of a jack of

889
00:45:33,920 --> 00:45:37,960
Speaker 1: all trades between the combination of you know, my passions,

890
00:45:38,040 --> 00:45:41,360
Speaker 1: which still certainly involve running, just not at that distance,

891
00:45:41,800 --> 00:45:44,840
Speaker 1: and getting outside. You know, I am very tied to

892
00:45:45,719 --> 00:45:47,680
Speaker 1: you know, anything where I can get back into outdoor

893
00:45:47,680 --> 00:45:50,640
Speaker 1: spaces is something that always fills my cup, helps me

894
00:45:50,719 --> 00:45:53,000
Speaker 1: kind of reset a little bit. But then it's also

895
00:45:53,120 --> 00:45:55,799
Speaker 1: tied to, you know, my family and where my kids

896
00:45:55,800 --> 00:46:00,840
Speaker 1: are at. So I also am a part time soccer referee.

897
00:46:01,160 --> 00:46:05,920
Speaker 1: I we do some mountain biking, you know, flag football,

898
00:46:06,040 --> 00:46:08,160
Speaker 1: it's all the things. So I play both the role

899
00:46:08,200 --> 00:46:10,799
Speaker 1: of spectator, participant and fan.

900
00:46:10,920 --> 00:46:15,000
Speaker 2: At this point, young girls playing flag football, flag football, where.

901
00:46:14,880 --> 00:46:16,000
Speaker 3: It's all I know.

902
00:46:16,160 --> 00:46:19,760
Speaker 2: I love hearing that actually because it is really rising

903
00:46:19,840 --> 00:46:21,319
Speaker 2: within young girls right now.

904
00:46:21,360 --> 00:46:23,560
Speaker 4: So cool to see, yeah.

905
00:46:22,960 --> 00:46:24,000
Speaker 3: So cool to see.

906
00:46:24,239 --> 00:46:28,319
Speaker 2: How would you say that being a mom makes you

907
00:46:28,360 --> 00:46:29,120
Speaker 2: better at your job?

908
00:46:30,239 --> 00:46:33,160
Speaker 1: It just puts things in perspective, you know, And I

909
00:46:33,200 --> 00:46:36,840
Speaker 1: think whether you're a mother or just a woman that

910
00:46:37,080 --> 00:46:40,920
Speaker 1: has you know, a lot of different facets to your world, right,

911
00:46:40,960 --> 00:46:43,520
Speaker 1: You're serving lots of different people around you, whether that's

912
00:46:43,560 --> 00:46:46,919
Speaker 1: your friends, your family, larger parts of your community. Is

913
00:46:47,080 --> 00:46:51,279
Speaker 1: just having more perspective, right, you know, when it comes

914
00:46:51,320 --> 00:46:53,720
Speaker 1: down to it, like those are the things that really matter.

915
00:46:54,280 --> 00:46:56,640
Speaker 1: Of course, I love my job, I love the work

916
00:46:56,680 --> 00:46:58,279
Speaker 1: I do, I love the people I work with, and

917
00:46:58,360 --> 00:47:00,799
Speaker 1: I feel very privileged to be in the position that

918
00:47:00,840 --> 00:47:02,880
Speaker 1: I am. But at the end of the day, you know,

919
00:47:02,920 --> 00:47:05,880
Speaker 1: it does come down to what really matters, and that

920
00:47:06,000 --> 00:47:10,000
Speaker 1: is really about family and ultimately for me, it also

921
00:47:10,000 --> 00:47:12,480
Speaker 1: helps keep me in check, you know. Again that feedback

922
00:47:12,520 --> 00:47:15,719
Speaker 1: loop a little bit of hey, am I modeling how

923
00:47:15,719 --> 00:47:18,799
Speaker 1: I treat myself, how I treat others? The balance with

924
00:47:18,880 --> 00:47:22,480
Speaker 1: my work for them, so they're seeing someone that is

925
00:47:23,040 --> 00:47:26,120
Speaker 1: truly her best self, you know, and some days it's not,

926
00:47:26,600 --> 00:47:27,919
Speaker 1: you know, and I have to I have to check

927
00:47:27,920 --> 00:47:30,759
Speaker 1: myself there and sort of again find that harmonization and

928
00:47:30,800 --> 00:47:33,799
Speaker 1: go like, Okay, how do I reprioritize here so I

929
00:47:33,840 --> 00:47:36,520
Speaker 1: can always either way be that best model for them.

930
00:47:36,640 --> 00:47:39,520
Speaker 2: Yeah, And I guess we could inverse that, right, because

931
00:47:39,560 --> 00:47:43,319
Speaker 2: if that's how it makes you a better marketer, then

932
00:47:43,360 --> 00:47:45,959
Speaker 2: I would assume there are components to being a good

933
00:47:46,080 --> 00:47:48,080
Speaker 2: marketer that also make you a better mom.

934
00:47:48,239 --> 00:47:52,480
Speaker 1: Absolutely, absolutely right, you know. Thinking about again, I think

935
00:47:52,520 --> 00:47:57,200
Speaker 1: that balance of both the personal and the professional, which

936
00:47:58,200 --> 00:48:00,239
Speaker 1: I think used to feel early on in my career,

937
00:48:00,320 --> 00:48:02,080
Speaker 1: felt like they had to be very separate things, you know,

938
00:48:02,120 --> 00:48:04,440
Speaker 1: almost that like severance, I did a little bit of

939
00:48:04,520 --> 00:48:06,360
Speaker 1: like this is the real me, but like I have

940
00:48:06,400 --> 00:48:08,840
Speaker 1: to show up this way at work. Again, I think

941
00:48:09,280 --> 00:48:11,319
Speaker 1: having an opportunity to work with a brand and at

942
00:48:11,360 --> 00:48:14,239
Speaker 1: a company that embraces you for who you are and

943
00:48:14,360 --> 00:48:17,520
Speaker 1: knowing that, hey, you know, sometimes other things are happening,

944
00:48:17,560 --> 00:48:19,960
Speaker 1: you know, their life challenges other ways that you have

945
00:48:20,000 --> 00:48:22,160
Speaker 1: to have balance, you know. I try and bring that

946
00:48:22,200 --> 00:48:24,759
Speaker 1: to my work and also again to how I bring

947
00:48:24,800 --> 00:48:27,680
Speaker 1: it home and model for my girls, like, hey, you know,

948
00:48:27,920 --> 00:48:30,200
Speaker 1: I'm a boss lady. I got to like, I gotta

949
00:48:30,239 --> 00:48:33,000
Speaker 1: do the things. Sometimes I have to compromise, right, sometimes

950
00:48:33,040 --> 00:48:34,640
Speaker 1: I have to travel, I have to do those things.

951
00:48:34,920 --> 00:48:38,040
Speaker 1: But modeling into hopefully the aspirations that they have to

952
00:48:38,160 --> 00:48:41,359
Speaker 1: chase their passions to seek out what they love, you know,

953
00:48:41,480 --> 00:48:43,320
Speaker 1: at the end of the day and get after it

954
00:48:43,360 --> 00:48:44,960
Speaker 1: and they can do it you know, I want them

955
00:48:45,040 --> 00:48:48,359
Speaker 1: to ultimately have the confidence to achieve whatever they want to.

956
00:48:49,080 --> 00:48:50,400
Speaker 3: Erica, what were you doing this morning?

957
00:48:51,800 --> 00:48:55,040
Speaker 1: I was at a fourth grade violin recital, And what

958
00:48:55,040 --> 00:48:59,480
Speaker 1: are you doing tonight? I started my day, I guess

959
00:48:59,520 --> 00:49:03,480
Speaker 1: at a at a lovely violin recital, and tonight I'm

960
00:49:03,520 --> 00:49:06,240
Speaker 1: super excited to come together with our team to celebrate

961
00:49:06,239 --> 00:49:08,600
Speaker 1: the launch of the seato X one three point zero. So,

962
00:49:08,680 --> 00:49:12,319
Speaker 1: you know, again the harmony in the day, you just

963
00:49:12,560 --> 00:49:15,160
Speaker 1: find different things in different pathways. Neither is better than

964
00:49:15,160 --> 00:49:17,879
Speaker 1: the other, They're just, you know, part part of the day.

965
00:49:18,040 --> 00:49:20,960
Speaker 2: I'm actually obsessed with the fact that there is both

966
00:49:21,000 --> 00:49:24,880
Speaker 2: a violin recital and flag football in the week, Like

967
00:49:25,080 --> 00:49:28,720
Speaker 2: this is an aspirational way to raise young women.

968
00:49:29,000 --> 00:49:32,200
Speaker 4: It's a juggle. It's a juggle, but we go for it.

969
00:49:32,360 --> 00:49:35,000
Speaker 2: I think it's also it's also so special because you

970
00:49:35,120 --> 00:49:38,800
Speaker 2: talked about your relationship with sport today and how family

971
00:49:39,080 --> 00:49:42,239
Speaker 2: and your passion for being outside have really intersected, And

972
00:49:42,480 --> 00:49:46,480
Speaker 2: what a beautiful way to model that behavior for your family,

973
00:49:46,600 --> 00:49:48,719
Speaker 2: that it's something that you want to indulge in, just

974
00:49:48,719 --> 00:49:50,920
Speaker 2: like you want to be the boss lady, just like

975
00:49:50,960 --> 00:49:53,279
Speaker 2: you want to be the person that's passionate about the

976
00:49:53,320 --> 00:49:55,359
Speaker 2: work that you do and giving it your all. You

977
00:49:55,400 --> 00:49:57,480
Speaker 2: also want to show them that there are other pillars

978
00:49:57,520 --> 00:50:00,520
Speaker 2: to who you are that you sh show up for

979
00:50:00,719 --> 00:50:02,040
Speaker 2: and that you prioritize.

980
00:50:02,520 --> 00:50:05,280
Speaker 1: No, well, thank you for that, I mean, I think again,

981
00:50:05,400 --> 00:50:08,160
Speaker 1: I feel like I've been very blessed to not only

982
00:50:08,640 --> 00:50:11,080
Speaker 1: work with some great leaders and particularly women that have

983
00:50:11,200 --> 00:50:14,560
Speaker 1: modeled that, but also just within my network of friends

984
00:50:14,600 --> 00:50:18,520
Speaker 1: and community, just some amazing women you know that I'm

985
00:50:18,560 --> 00:50:21,160
Speaker 1: always learning from and always cheering on.

986
00:50:21,680 --> 00:50:24,719
Speaker 2: When you think about the amazing women that you've had

987
00:50:24,760 --> 00:50:27,759
Speaker 2: an opportunity to work with and be mentored by. If

988
00:50:27,760 --> 00:50:29,800
Speaker 2: I were to ask you about perhaps a piece of

989
00:50:29,840 --> 00:50:33,000
Speaker 2: advice that comes to mind, something that's really resonated.

990
00:50:32,480 --> 00:50:35,759
Speaker 3: With you over the years, what do you got for me?

991
00:50:37,360 --> 00:50:39,600
Speaker 1: The first thing I thought of it was just like

992
00:50:39,680 --> 00:50:42,040
Speaker 1: a quote, And maybe it's because I've used it recently.

993
00:50:42,280 --> 00:50:44,520
Speaker 1: I think I even said it last week at work.

994
00:50:45,560 --> 00:50:46,720
Speaker 1: The paranoids survive.

995
00:50:47,320 --> 00:50:50,000
Speaker 3: Oh my god, isn't that the truth? Though? It's like

996
00:50:50,000 --> 00:50:52,200
Speaker 3: you're looking around and you're like, is everything okay? It's not.

997
00:50:52,719 --> 00:50:56,560
Speaker 1: You're like, don't assume. Let's make sure. Let's look under

998
00:50:56,560 --> 00:51:00,640
Speaker 1: the covers. Just to make sure again you're always looking

999
00:51:00,680 --> 00:51:03,919
Speaker 1: around corners right to where there's opportunity but also where

1000
00:51:03,960 --> 00:51:07,520
Speaker 1: there's risk. So that's that's the first thing that jumped

1001
00:51:07,560 --> 00:51:10,840
Speaker 1: into my head. It's not the most maybe inspirational, but

1002
00:51:10,920 --> 00:51:15,040
Speaker 1: I think it's very relatable in terms of it does

1003
00:51:15,080 --> 00:51:17,239
Speaker 1: come up in the day to day where I'm like, hm,

1004
00:51:18,160 --> 00:51:19,839
Speaker 1: is there something in the back of my mind? And

1005
00:51:20,120 --> 00:51:22,640
Speaker 1: part of that to me is also tied to like,

1006
00:51:22,680 --> 00:51:23,560
Speaker 1: trust your intuition.

1007
00:51:23,680 --> 00:51:26,440
Speaker 3: I was just gonna say that, And there's.

1008
00:51:26,880 --> 00:51:29,680
Speaker 1: Times both kind of personally and professionally where I haven't

1009
00:51:29,920 --> 00:51:32,839
Speaker 1: you know, I've maybe had that and I haven't trusted it,

1010
00:51:32,960 --> 00:51:35,439
Speaker 1: you know, and then it comes back back to bite

1011
00:51:35,480 --> 00:51:38,480
Speaker 1: you a little bit. So I think that's where that's

1012
00:51:38,560 --> 00:51:42,000
Speaker 1: the positive message in that is the paranoids survived. But

1013
00:51:42,080 --> 00:51:45,120
Speaker 1: it's like, because trust your intuition, like you you know,

1014
00:51:45,480 --> 00:51:47,560
Speaker 1: maybe even more than what you think you know, and

1015
00:51:47,600 --> 00:51:49,520
Speaker 1: follow that lead and trust that.

1016
00:51:50,560 --> 00:51:54,959
Speaker 2: Right now, someone maybe pulls up your LinkedIn pagencies that

1017
00:51:55,160 --> 00:51:58,160
Speaker 2: you have this position at Hoka. But if you were

1018
00:51:58,520 --> 00:52:01,760
Speaker 2: to look in the mirror, what would you see looking

1019
00:52:01,840 --> 00:52:02,560
Speaker 2: back at you.

1020
00:52:03,960 --> 00:52:07,799
Speaker 1: When I look in the mirror, I see again an

1021
00:52:07,800 --> 00:52:13,360
Speaker 1: ever long student, always striving to be constantly evolving and learning.

1022
00:52:14,560 --> 00:52:20,480
Speaker 1: I see a connector a builder. I see a leader

1023
00:52:20,800 --> 00:52:24,000
Speaker 1: that's always striving to do more and serve my team

1024
00:52:24,560 --> 00:52:30,359
Speaker 1: and ultimately scale and build an everlasting brand as well as,

1025
00:52:30,480 --> 00:52:32,600
Speaker 1: of course the different roles that I play, you know,

1026
00:52:32,760 --> 00:52:36,080
Speaker 1: a mother, a wife, a friend, a sister, and try

1027
00:52:36,120 --> 00:52:39,520
Speaker 1: and carry all of those, you know, in my most

1028
00:52:39,560 --> 00:52:40,319
Speaker 1: authentic way.

1029
00:52:40,880 --> 00:52:42,400
Speaker 2: What do you think has been one of the biggest

1030
00:52:42,480 --> 00:52:46,280
Speaker 2: challenges that you faced in this role at Hokah.

1031
00:52:47,080 --> 00:52:51,920
Speaker 1: I think again it's to be that protector of the brand,

1032
00:52:52,560 --> 00:52:57,480
Speaker 1: but also recognizing we always have to be evolving, especially

1033
00:52:58,239 --> 00:53:01,520
Speaker 1: with the incredible success that Hocus had. The scaling that

1034
00:53:01,560 --> 00:53:04,719
Speaker 1: we've had, which has really been, as we fondly call

1035
00:53:04,760 --> 00:53:07,239
Speaker 1: it internally, a little bit of a big blue rocket ship,

1036
00:53:07,320 --> 00:53:12,879
Speaker 1: right is finding the pathways where we can model the team,

1037
00:53:13,120 --> 00:53:15,399
Speaker 1: model the work, but scale it in a way that

1038
00:53:15,520 --> 00:53:18,760
Speaker 1: we carry everybody with us. I would say that's probably

1039
00:53:18,800 --> 00:53:22,440
Speaker 1: the biggest challenge, but it's also been one of the

1040
00:53:22,440 --> 00:53:26,600
Speaker 1: biggest growing opportunities for me that I've really appreciated. You know,

1041
00:53:27,080 --> 00:53:31,040
Speaker 1: I do think the Hookah brand is so unique and

1042
00:53:31,120 --> 00:53:33,040
Speaker 1: being able to be a part of a brand that's

1043
00:53:33,320 --> 00:53:36,440
Speaker 1: this early in its life. You know, we're still a

1044
00:53:36,440 --> 00:53:38,680
Speaker 1: bit of a teenager in terms of only fifteen years

1045
00:53:38,719 --> 00:53:42,080
Speaker 1: in and having that opportunity to be part of that

1046
00:53:42,200 --> 00:53:46,000
Speaker 1: incredible scaling is a once in a lifetime. You know,

1047
00:53:46,080 --> 00:53:47,640
Speaker 1: you're not going to have it and a lot of

1048
00:53:47,680 --> 00:53:51,560
Speaker 1: other brands, and it presents some hardships, right, some hard

1049
00:53:51,560 --> 00:53:55,600
Speaker 1: things to overcome, but it's also like, let's go for it,

1050
00:53:55,719 --> 00:53:57,120
Speaker 1: you know, it's super exciting.

1051
00:53:57,440 --> 00:54:00,800
Speaker 3: Fifteen years in that's crazy.

1052
00:54:01,280 --> 00:54:03,240
Speaker 4: Yeah, we're still still just babies.

1053
00:54:03,320 --> 00:54:08,160
Speaker 1: You know. The world is hasn't seen everything from Hokah yet.

1054
00:54:08,120 --> 00:54:10,759
Speaker 2: Not just yet, well yet, Eric, I'm so happy that

1055
00:54:10,760 --> 00:54:12,839
Speaker 2: we were able to do this today. Before I let

1056
00:54:12,880 --> 00:54:15,600
Speaker 2: you go today, if you had to offer a piece

1057
00:54:15,640 --> 00:54:19,160
Speaker 2: of advice to yourself at the top end of your

1058
00:54:19,520 --> 00:54:23,040
Speaker 2: role here at Hoka now five years in in May,

1059
00:54:23,360 --> 00:54:24,480
Speaker 2: what would you tell yourself?

1060
00:54:25,239 --> 00:54:28,440
Speaker 1: Enjoy the journey, you know again even in those hard days,

1061
00:54:29,080 --> 00:54:33,240
Speaker 1: that's what really unlocks the joy in the fun days, and.

1062
00:54:35,160 --> 00:54:39,640
Speaker 2: Just be your most authentic self beautiful. Well again, thank

1063
00:54:39,680 --> 00:54:41,360
Speaker 2: you so much for coming onto the show for those.

1064
00:54:41,239 --> 00:54:42,120
Speaker 4: Thank you for having me.

1065
00:54:42,160 --> 00:54:44,440
Speaker 2: Want to keep up with you, maybe keep up with Hokah.

1066
00:54:44,480 --> 00:54:46,200
Speaker 2: Where do we find you give us the details.

1067
00:54:46,640 --> 00:54:49,640
Speaker 1: LinkedIn is probably the best bet for sure. You know,

1068
00:54:49,840 --> 00:54:52,640
Speaker 1: I'm on social in a little bit of ways, but

1069
00:54:52,719 --> 00:54:54,879
Speaker 1: I you know, try and limit my screen time because

1070
00:54:54,880 --> 00:54:56,520
Speaker 1: I get so much of it in the day to day.

1071
00:54:56,760 --> 00:54:58,200
Speaker 1: But you can always hit me up on LinkedIn.

1072
00:54:58,320 --> 00:54:58,760
Speaker 3: Amazing.

1073
00:54:58,800 --> 00:55:01,640
Speaker 2: I'm over at Emily Vadi and at Hurdle Podcast Another

1074
00:55:01,680 --> 00:55:02,720
Speaker 2: Hurdle Conquered.

1075
00:55:03,000 --> 00:55:03,960
Speaker 3: Catch you guys next time.