The American Soccer Market is huge. There’s a couple of ways to make money. And I was on two sides of the battle. Umbro, the traditional English Company with all sorts of history went with their roots targeting soccer coaches and Team Wear generated sales. Kappa, the edgy, Italian Fashion Brand wanted to target the individual soccer teenagers with a rebellious attitude. RESULT: Participating Kappa retailers reported a 95% sell-through of all products. CLIENT: “John understands the problem and develops a plan that will take the brand to the next level. Going against the grain, seeing things differently is what it is all about in today’s world.” – Doug Gordon, VP Sales and Marketing

This small campaign was a favorite of mine. It really matched the companies core values and their brand. Dakini Clothing a small clothing line in New England has a fanatical cult following. Their research (yes, they did research) said that their customers considered their brand "their go-to clothing". "That they couldn't live without them."

Generated $2M in sales within 2 weeks. Repositioned the brand to “The Value of Outdoor Life” focusing on the thought that outdoor individuals are not interested in the professional sports establishment. The product-focused print campaign, copy that resonated with customers and an innovative retail incentive plan pushed the sales needle very quickly. RESULT: Generated ROI of 500%+. Client comment: “Yukon Footwear asked John to create a retail promotion to ‘spike’ sales in a down season. After an investment of $180,000, we grossed over $2 million in 2 weeks.” – Guy Grubel, VP Sales & Marketing.