My Best Campaign

Avery Hairston thinks it's time for brands to think like content creators. In this episode he talks about how CPG brands can take the playbook from internet personalities to fuel growth—we explore the impact of set-piece marketing campaigns, the role of the founder personality in marketing, and at what point brands should reach "escape velocity" to stand on their own beyond a founder.LINKSAvery Hairston on LinkedInAyohMolly BazBanza Chicpea PastaGeneration Startup FilmUnreasonable Hospitality by Will GuidaraSundays Dog FoodJake PaulW brandMolly's mayo PhoneMayo-belline

Huckberry has long been the benchmark for branded documentary content—iconic series like Dirt, Shop Class, and Huckberry Homes have racked up millions of views for the brand. Danny Segal is the creative director who kicked this content engine into gear. We talked about the key ingredients of brand content collaborations, how to hit the right balance of content and commerce, and he spilled his best trove of inspiration right now.LINKShttps://www.dannysegal.wtf/https://www.linkedin.com/in/danielgsegal/https://enjoybrami.com/Brad Leone seriesCoors seriesDirt seriesHuckberry HomesShop class seriesAime Leon DoreA24Nike ACG TrainBlack Crows

Every year we make a series of predictions that sit at the crossover of marketing and active / outdoor / wellness brands. We call it our Crystal Baller. This is the 6th edition—the second to make it on My Best Campaign. From cortisol to vintage gymwear, it's a non-so-comprehensive list of what we'll all be talking about in 2026.LINKSRead the original Crystal Baller postGood Thinking PodcastThe Business of Fashion PodcastArticles of Interest PodcastRunning Supply SubstackThe Sweat Lookbook SubstackAs Seen On SubstackFitt Insider emailThe Future Party emailThe Running EventSwitchbackmade-for-social minidramasJacquemusFfernBurberryChanelSatisy Running: I think I saw you on my run todayDiadora's Cinematic SocialShawna Olsten on My Best CampaignCoperni’s probiotic "bacteria-infused" clothingHuhaCelliantHikerkindWestbeachMarco Langon x Diadorathe 12-hour walkBrick phone-blockerThe Bandit Grand PrixTracksmith Twilight seriesRapha PrestigeRedbull RampageMara Hoffman on SubstackTory DailyMelani Masarin’s Nightshade on SubstackWellsaid by MadewellRare Beauty Secrets.Our past predictions from: 2025, 2024, 2023, 2022 and 2021

Baby food sensation, Little Spoon spent a decade as a DTC brand, building a massive following through customer-first thinking and killer—unconventional—brand partnerships... think Graza, Rachel Antonoff and Dusen Dusen. But this year, it did the biggest single brand food launch Target has ever seen: 23 products across six different aisles. Caryn Wasser has led marketing for all of it and has thoughts about what brand moments to seize vs ignore, and how to make the leap from pure ecomm to retail sensation.LINKSCaryn Wasser on LinkedIn Little Spoon Target Launch Little Spoon x Meet Cutes NYC Little Spoon Taylor and Trave memes Little Spoon + Sauz Little Spoon + Graza Little Spoon + Dusen Dusen Little Spoon + Rachel Antonoff Little Spoon + Grillo's Pickles Skin Deep + Little SpoonCAVA Dunkin Liquid Death Ryan Air

Austin Hodges was running NBA partnerships at adidas when he got tapped to make what might sound like a surprising leap: lead global marketing at a baby brand. Since then he brought the adidas sports partnership playbook to life at Nuna—and Nuna's sub brands, Tavo and Hedgren—totally changing the game in marketing to parents. This episode is a masterclass in sports partnerships. It's also an incredible lesson in leadership—Austin spells out his distinct approach that has rocketed him from a single brand CMO to global oversight of three verticals for three brands.

When you get a Nike VP on the show, you make the most of it. Julie Igarashi joined us to give the MBC treatment to 3 iconic Nike campaigns: the Air Max Day campaign that took over Shinjuku and garnered millions of views on Youtube; the Jordan sneaker revival in Japan that pushed the brand from #9 to #1 in youth consideration; and the global 2024 Paris Olympic campaign that marked a major reset for Nike. What's more, she gives us a playbook for working your way up at Nike, and a window into how Nike cultivates world-class creative ideas.LINKSNike Secret Tournament World Cup 2002 campaign Faith Kipyegon Breaking 4 attempt You Can't Win, So Win Super Bowl campaign Nike Unlaced at Paris Fashion Week Is Nike Finally Winning With Women? CharetteNike Japan Air Max Day 2022 campaignNaomi Osaka, Awich, Yuto Horigome and Hiroshi Fujiwara courtside in Jordans Nicole Hubbard, Nike Inc. CMO David Lynch: The Art Life North Woods by Daniel Mason

Katie Wilson believes in trial and error, but she had no idea that her days of consumer research in the vitamin aisle at Walmart would unlock a viral TikTok strategy and 2,000% growth. In this episode she talks about how she cracked the code, how she evolves her TikTok strategy to keep up with algorithm, and why she's newly a believer in brand building that doesn't show an immediate ROI.LINKSBelliWelli Tiktok BelliWelli Instagram Fiber Fest David Cod Dillon Francis

Meet the fixer who will build your perfect marketing team. Brianna Showell spent 20 years at Nike—starting with the mysterious coveted role as an EKIN, moving on to product line management before roles as Global Brand Director for Innovation and for Nike Kids, then finally as VP of Marketing for Nike Swim.It set her up for VP Marketing roles at two timeless California brands, Prana and Reef. In this episode, she talks about the single non-negotiable for high-impact creative: hiring world-class teams.We talk about the one quality every marketing leader needs, the first hire a CMO should make, and at what point you need to switch from hiring generalists to specialists. It's a masterclass on building your marketing team whether you're starting from ground zero, or cleaning up an existing team.LINKSNike EKIN program LNDR Liquid Death x Mary Ruth's - Killing Clowns Campaign Liquid Death - Kegs for Pregs Campaign SSENSE Reef Reef on IG Reef Fanning Campaign

When he was a VP at Dick's Sporting Goods, Ryan Eckel asked a simple question: what if we replaced just one 60-second TV spot with an anthemic full-length documentary? The result was a pair of films that hit film festivals, won awards and put Dick's in a new tier of brand equity. In this episode we hear how he did it, and follow Ryan's journey from speechwriter to head of marketing at Puma. We find out why he went from one of retail's biggest names to a scrappy running startup, and why he's now cast his lot with an Italian brand you might only remember if you grew up in the '90s.EPISODE LINKSRyan Eckel on LinkedinWe Could Be King (full film) Keepers of the Game (full film) Dick's Sporting Goods Sports Matter / DSG Foundation Diadora Tracksmith Puma Connor SchellJudd EhrlichFrom our sponsor:Monday Magazine Monday Creative on Instagram Amanda Lee Smith on LinkedIn

How much did Kendall Jenner really get paid for Aritzia’s Super Puff campaign? That’s one of many secrets divulged in this expansive episode with Shawna Olsten. Shawna led marketing creative at Aritzia when the brand went big on the Super Puff. She pulls no punches as she shares the highs and lows of that star-studded campaign. She also tells us how to get the most out of user-generated content (UGC) and how Aritzia has managed to perfect the brand retail experience. My Best Campaign is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and stay tuned for when a new episode drops. Mentioned linksSAXX Underwear Quiksilver Native ShoesKit and Ace Guy Ritchie’s short films for BMW with Clive Owen Watch Shawna at Pecha Kucha Vancouver vol. 28 Super Puff sticker series by Rhek The infamous Off-White shoes Elmo and Roger for On Running On Running’s Cloudsurfer 2 social content Jacquemus

How to Revive a Brand: The Story of UGG’s Global ComebackUGG boots were massive when they launched in North America. They came onto the scene with huge Y2K energy and gradually seemed to fade into midwest suburban obscurity. But today they’re back in a big way, largely due to the leadership of Nicks Ericsson. In his 11 years with UGG—in global roles focused on brand, product marketing, and purpose and sustainability—he helped double the brand’s revenue, making it a significant part of the Deckers portfolio.In this episode, he tells us how they brought UGG back into the cultural conversation, explains the “UGG Eclipse,” and spells out the ingredients of a great celebrity brand collaboration. Then he shares what drew him to his latest role at Keen Footwear, how their sustainability mission plays out, and how to drive purpose at global public companies vs private owner-led companies.My Best Campaign is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and follow us on your fave podcast app. It helps us grow.

EA Sports FC (formerly FIFA) has an audacious goal of reaching one billion soccer fans with their games and digital properties—and Nicholas Lammie is leading the charge for the brand. He also led the brand through a monumental relaunch when EA and FIFA dissolved their partnership after 30 years. He shares how they did it, launching around the world with 200 partners—including David Beckham, ManCity and Real Madrid—simultaneously. He also shares how he scored his first job at EA, and how he gathered 17 of football’s greatest in one studio for a single photoshoot. My Best Campaign is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and stay tuned for when a new episode drops.

Meow Wolf is a surrealist fever dream—a large-scale psychedelic wonderland with five locations. And Didi Bethurum is at the helm of the creative team that keeps selling out openings in cities like Las Vegas, Houston and Denver. Sometimes that means taking big creative risks, like a teaser billboard campaign that doesn’t even name the brand. Didi walks us through the steps that made Meow Wolf’s Denver launch a landmark success. My Best Campaign is brought to you by Monday Creative. Follow us on Instagram and LinkedIn, and stay tuned for when a new episode drops.