Creative Counts 019

Interview by Ketia Jeune | with Kiron Mitchell

Photo by Malik Chatman

What motivated you to move from Nike to Off-White? How did your time at Nike influence your approach to brand marketing in the luxury fashion world?

I didn’t consciously pivot to high fashion. Traveling to Paris for the first time, meeting local merchants and gallery hopping peaked my interest. Eating in Italy and traveling the streets of Rome opened my eyes to a world I previously hadn’t been exposed to before. Off White was changing brand directions and I felt as though I could make an impact there as I did on previous projects.

I didn’t set out to do influencer marketing either. I started with NRG marketing, which evolved into influencer marketing. I was drawn to working with unique, hard-to-get products and the cultural figures behind them. It’s powerful to amplify someone’s passion through a brand’s platform and reach people globally.

Inspiration is linear—it's clear how one person's impact shapes the next. For example, Travis Scott wouldn't be where he is without Kanye, and Kanye wouldn't be who he is without Michael Jordan.

How do you stay creative in your work?

I draw a lot of my creativity from my friends. Many of them have been working hard for years, and it’s inspiring to see their success and impact in their fields. I love celebrating their work and being part of their journey. Their achievements keep me motivated and challenge me to do better, to be as creative or even more creative. I’m also always doing research to stay inspired and keep my ideas fresh.

I also get inspired by up-and-coming artists, furniture designers, musicians, and just having a wide range of interests. I like being well-versed in random topics, whether it’s tap dancing, spoken word poetry, or something else. These conversations and new discoveries keep me learning and thinking creatively. For example, if I find a new brand, I start by exploring its story, the founder, and what they’re about. I start with big ideas and then narrow them down as I dive deeper into the subject.

How do you balance business goals with the need to tell a compelling story?

For me, storytelling has to be authentic and organic. If it doesn’t feel real, I won’t do it. I believe in telling meaningful stories that resonate on a deeper level, not just for commercial reasons. Multiple brands have this approach where ads weren’t just commercials—they moved people. That’s the kind of storytelling I aim for, whether it’s with a product or an activation.

Take our recent collaboration with (b).stroy, for example. It wasn’t just about the shoes—it was about the story behind them. There was a conversation with Virgil about his favorite car, the Porsche, which inspired the design of one of the shoes. At our store launch event, we had stencils of our Out Of Office shoe on the wall. Creatives were encourage to use markers and create their own unique shoe design.

Ultimately, I’m trying to create things that the 13-year-old me would think are cool—not just because of the people involved, but because of the meaning and the community behind it. That’s what made things cool when I was younger, and I want to bring that feeling to my work today.

I loved the collaboration! Congrats to you and the (b).stroy team. What advice would you give to someone starting out in brand marketing, especially in the fashion industry?

I feel like this is a two part question. Fashion is a feeling and an art form. People study runway shows and designers for years, but ultimately fashion is what you make it. Streetwear is more based on community and cultural relevance and the product and brands hone into those aspects.

For marketing, networking is key. Attend events to meet people in the industry, build relationships, and create opportunities for collaboration. Don’t just invite friends—bring in marketers, creatives, and other professionals to foster new ideas.

Experience is more important than a degree in marketing. Whether you work for a brand or an agency, hands-on experience is what truly counts. Learn by doing—working on campaigns, building relationships, and managing projects.

So, my advice: be passionate, network, and focus on gaining real experience. That’s how you make an impact.

What’s something you're enjoying right now? Is there a book, podcast, or something else that’s inspiring you?

Right now, work is really fulfilling me. It's not just the day-to-day tasks, but the ability to network and build relationships at events like Art Basel or ComplexCon. It's great to be in spaces with a purpose. Professionally, my job is curating relationships and fostering collaborations. It's surreal to see things I once hoped for happening now. I'm a simple person, but right now, life feels really good, and I've never been this happy.

Aww, I love that. Thank you so much for taking the time out to speak to me today!