Pro Insights: Greg Hoffman’s Mumbrella360 keynote is the tip of an inspirational iceberg
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The conference’s flagship keynote, ‘Emotion by Design: Creative Leadership Lessons from a Life at Nike‘ was delivered by former Nike global chief marketing officer, Greg Hoffman.
The hour-long session saw the creative marketing genius reminisce on his success at the global sports brand, taking the audience behind the scenes of some of its most famous campaigns to date.
He also shared his experience of working alongside some of the biggest athletes in the world and how they influenced Nike’s creative process at various times during his 27-year career.
Hoffman joined Nike as a design intern in 1992, working his way through various marketing, design, and innovation leadership roles before retiring four years ago.
Recently, Nike’s share price dropped to its lowest price since March 2020 – the same year Hoffman left – marking its worst day in the 44-year history since becoming a publicly traded company.
The global sports manufacturers’ fourth quarter 2024 results also reported revenue decreased by 2% to $12.61 billion compared to the previous quarter.
“Complacency is the enemy of creativity,” Hoffman warned during his presentation, stressing that inspiration is a universal concept that can stem from the unlikeliest of places.
“You can argue that Nike Air is the most revolutionary innovation that the brand brought to the world of sports – it changed running cushioning forever,” Hoffman said, referencing the brand’s cushioning technology. But according to him, it never would have been possible if the company hadn’t looked to the stars – literally.
“But that particular concept and technology would have never happened if they weren’t open to listening to a NASA engineer who was working on astronaut helmets, of all things.”
Hoffman’s talk launched a two-day celebration of media and marketing excellence, with thought leaders from Australia and across the globe gathering to discuss the latest industry hot topics, and sharing insights and tips for how brands can hone their competitive edge no matter what challenges the present and future throw at them.
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