Adapting to Culture to Drive Brand Success With Daniel Cherry III, SVP & General Manager at Adidas

In a recent podcast episode, I had the opportunity to chat with Daniel Cherry III, Senior Vice President and General Manager of Originals Basketball and Partnerships at Adidas. Daniel's impressive journey from party promoter to marketing maverick is an inspiring story of how a passion for culture and a strong team can lead to success in the ever-evolving marketing landscape.

Starting from Humble Beginnings

Daniel and I reminisced about our early days as party promoters, a time when word-of-mouth marketing was essential for success. The entrepreneurial spirit we developed during this time has stayed with us throughout our careers, shaping our approach to marketing and highlighting the importance of a strong team and a sense of urgency.

Creating Successful Partnerships and Collaborations

One of the key aspects of Daniel's career has been working with big brands and forming partnerships. He emphasized the importance of understanding a company's psychology and culture to create successful collaborations. By appreciating the unique characteristics of each brand, marketers can ensure a return on investment for their clients and make a lasting impact on the industry.

Navigating Challenges in Corporate America

Discussing the challenges creators face in corporate America, Daniel stressed the importance of creating tangible results and honing skills rather than simply relying on social media for success. By embracing innovation and creativity, marketers can disrupt the corporate world and redefine what it means to be a creator.

Staying Relevant in Culture and Business

Daniel shared insights into Adidas' innovative approach to staying relevant in culture and business. This includes the Fresh Fest tour and the company's focus on de-risking the environment and creating tangible results. He also touched on the concept of 'no buses' - never throwing anyone under the bus - and the importance of avoiding mediocrity to maintain a strong culture.

Building a Career in Marketing

For aspiring marketers, Daniel emphasized the importance of a supportive community and pushing boundaries. He also highlighted the significance of embracing failure as an essential part of the journey.

Daniel Cherry's insights on culture, partnerships, and success are invaluable for anyone looking to thrive in the marketing world. By developing an entrepreneurial spirit, fostering a strong team, and treating budgets as investments rather than allowances, marketers can conquer the challenges of the industry and create lasting impacts.

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Key Takeaways

• 04:37 – 09:44 – Understanding how culture moves – Cherry III’s career in marketing and advertising began during his college days when he promoted parties. He later got his start at Crispin Porter + Bogusky, where he successfully launched the AND 1 brand and the groundbreaking “AND 1 Mixtape Series.” Cherry III credits his success in the marketing field to his ability to observe and understand cultural shifts and capitalize on trends.

• 09:44 – 12:15 – Recognizing marketing provenance – Cherry III believes that every endeavor begins with someone, somewhere, and a few supportive friends—a marketing provenance that he and Nike’s Sandy Bodecker developed. Creating something that people want to be a part of is a collaborative effort, and building a network while acknowledging the contributions of others is crucial for career growth and success.

• 12:15 – 18:40 – Leveraging brand success – To make a significant impact on major brands, one must first define what success entails for these companies, comprehend the psychology of the decision-makers and identify the core issues that hinder consumers from connecting with the brand. As an agency, delivering a calculated return on investment is essential.

• 28:02 – 32:18 – The arbiter of culture and business – Cherry III understands the importance of supporting individuals and their peers to create the next big thing. His responsibility as a marketing leader is to comprehend the company’s corporate strategy and steer it in the right direction concerning culture and trends. Culture is constantly evolving, and to stay relevant, you must support, promote, celebrate and adjust candidly when necessary. To stay current with culture, marketing leaders must engage with individuals who are well-versed in what’s popular, utilize data services and seek diverse perspectives around the table. By doing so, they can remain ahead of the game and establish a lasting impact.