Group Y Live : Jonathan Weaver

On Group Y Live with Oli Russell-Cowan, Jonathan Weaver is a global marketing leader with roles across Nike SB, Womens & Football, and Burton Snowboards, and is currently at D_b_, having been part of the team to drive the LVMH LLV minority investment.

In this episode, he shares his journey through the action sports industry, his early experiences snowboarding, his transition into the corporate world with brands like Burton and Nike and his current role as CMO of D_b_. He discusses the cultural shifts he encountered, the importance of community in sports, and the strategic growth of Db in the travel gear market.

The Power of Passion and Community: Jonathan's story highlights the importance of following your passion. He shared how his love for snowboarding led him to a career in the industry, emphasizing the significance of community in action sports. He believes that when you surround yourself with like-minded individuals who share your passion, it creates an environment where everyone can thrive. This is a reminder for all of us to seek out and nurture our communities, whether in sports, business, or any other aspect of life.

Navigating Corporate Culture: Transitioning from the action sports scene to a corporate giant like Nike was a culture shock for Jonathan. He discussed the differences in communication styles and the importance of adapting to new environments. His experience serves as a valuable lesson for anyone looking to make a similar transition: be open to learning and embrace the unique aspects of corporate culture while staying true to your roots.

"If you're building a strong brand, you don't necessarily go and do the logical thing in terms of the margin and the revenue."

Building a Brand with Purpose: At D_b_, Jonathan is focused on expanding the brand beyond its snow sports origins into new areas like surf and travel gear. He emphasizes the importance of creating products that resonate with consumers and align with the brand's values. This approach is crucial in today's market, where authenticity and purpose can set a brand apart. Jonathan's insights remind us that successful branding goes beyond just selling products; it's about creating meaningful connections with customers.

Jonathan's journey is filled with valuable lessons and insights that can inspire anyone, whether you're in the action sports industry or just looking to follow your passion.

KEY MOMENTS
00:45 - Surfing in Portugal
02:26 - Early Days in Action Sports
04:59 - First Steps into the Industry
06:25 - Sponsorship and Forum Snowboards
08:07 - Transition to Nike
11:03 - Corporate Culture Shock at Nike
13:00 - Marketing in Snowboarding
15:20 - CrossFit Experience
18:02 - Shifting to Women's Training
21:17 - COVID-19 and Relocation to Portugal
25:33 - Joining Db
31:16 - Leading a Remote Team
35:20 - Db's Roots in Action Sports
38:03 - Investment and Expansion Strategy
41:28 - Advice for Career Transitions