Trevor Edwards understands a lot about big ideas and marketing innovation. As Nike’s Global Brand & Category Management Vice President, he knows that today’s consumers expect brands to be creative and fun. Yet he also recognizes that those same consumers want their brands to act intelligently and responsibly on the world stage, while being responsive to their highly-individualized needs. A tall order, but one that Nike accomplishes throughout the world with gusto.
Certainly, as the world’s leading designer of authentic athletic footwear, apparel and equipment, Nike has an extraordinary track record for innovation and personalization, especially with such contemporary products as Nike+, which provides feedback during a run and records progress at nikeplus.com, and NikeiD, the shoe-customizing website.
Since joining Nike in 1992, Trevor Edwards has led some of the brand’s most significant breakthroughs, including spearheading the creation of Nike+. Not only does the Nike+ experience provide consumers with a custom-designed, motivational run, but it allows them to connect with an enthusiastic global running community. He has also helped Nike transform the way it connects to consumers in a digital world, particularly through vibrant online content viewed by millions, and has positioned Nike as a leader in the use of social media.
Anticipating consumer needs is fundamental to the Nike ethos, and it also causes the company to recognize the great value that the marketing organization brings to the brand. The desire to stay ahead of consumer thought and action certainly drives innovation, but it increasingly encourages a more “holist” approach to messaging in a high-speed and transparent digital world. The company also has an internal process for sharing great ideas from around the world. Trevor is quick to credit Nike’s teams of passionate people around the globe, who love sports and love the sports they participate in, as engendering much of the brand’s break-through, yet relevant attitude.
Trevor Edwards is responsible for global growth through Nike’s major category business units—Basketball, Football (Soccer), Men’s Training, Running, Sportswear, and Women’s Training, Nike Golf and the Jordan Brand. He also directs Nike’s global brand strategy and oversees all brand management functions, including digital and advertising, sports marketing, brand design, public relations and retail marketing.
He’s served in a number of marketing positions during his 19 years with the company that reflect both his marketing savvy and multinational perspective: Vice President of Global Brand Management, Chief Marketing Officer, Vice President of US Brand Management, Director of Marketing for the Americas, and Vice President of Brand Management for Europe, Middle East and Africa. His roles prior to Nike included marketing positions at both Colgate Palmolive and sports shoe and apparel retailer, Foot Locker. An alumnus of New York’s Baruch College, he holds a B.A. in Business and an M.B.A. in International Marketing and Finance.