People often throw around the term “tastemaker.” But when you’re rubbing elbows with and putting your product in the hands wof A-list artists and athletes alike, it fits. And when you do it so well, that you get a check for it, they call it “influencer marketing.”
As the Director of Influence of Marketing for Jordan Brand, Reggie Saunders takes pictures with Dwayne Wade and collaborates on projects with artists like Eminem. It was not an easy leap to the top for Saunders, though. I spoke to the forward-thinking executive about he got here, the importance of forming relationships and why it can be important to zig when everyone else zags.
I think it goes without saying that quite a few people are envious of your job. We want to talk about your background and get an idea of who you are.
When I started out, my lifelong dream was to play in the NFL or MLB. I went to Towson University in my home state of Maryland on a football scholarship. With many schools to choose from I picked Towson because they had a great sports management program. If football didn’t work out I had to fall back on my education. When I graduated I went to work with the Baltimore Orioles for a year. While looking for my next job I got a call from Jack Kent Cooke, former owner of the Washington Redskins among other things, and he was looking to build a new stadium, the current FedEx Field. He was the man from whom I learned everything business-wise. We had a mutual admiration for each other which I thought was incredible because you just don’t get the kind of on the job training I was getting. It was exciting, but if you can imagine I went to work with knots in my stomach daily. It was quite challenging and I was still young. When Cooke passed away I went to the NFL League Office followed by work for the NBA with their new NBDL (National Basketball Development League). That experience gave me a chance to see that not everything is cookie cutter, but that you have to think outside the box, as a matter of fact don’t have a box. My next job took me to the West Coast with Midway Games and then to the PR firm BNC whose clients include American Express, PlayStation, and Jordan Brand. It was through these experiences with product placement and Jordan athletes that made me want to work in entertainment marketing. All of the relationships I had made throughout my career thus far were paying off. Finally I was approached by the former President of Jordan Brand, Larry Miller, and H. White, the Vice President, who wanted me to come to Jordan. They created my current position Director of Influence of Marketing, and it’s everything I could ask for.
What is a typical day in the life of you in the office?
A typical day at my job is never typical. The entertainment landscape is always changing. A typical day is me getting on the internet, listening to music, getting inspiration, and asking how we can zig when everyone else is zagging. A while back, for example, I was in Chicago with Dwayne Wade and a photographer thinking of different ways to showcase the footwear. We constantly try to stay one step ahead and get the products out to folks on the entertainment side so that they can review the product. It’s definitely exhausting.
What is the most difficult part of your job?
I think it’s staying ahead of the curve, being innovative, and being all of our brand’s truths which are authentic, uncompromised, earned, and aspirational. We expect a lot out of ourselves. It’s kind of how Michael was with his teammates, to have our role, play our role, be the best we can be, and we’ll win as a team.
Another thing you mentioned earlier was collabos and obviously that’s a key part of the sneaker world. What makes or doesn’t make a Jordan collaboration?
It’s very tough. We are unable to collaborate with just anyone. It’s a lot of painstaking decisions on our end. The last big one we did was with Eminem when his book The Way I Am came out. Not many brands can do it like we do because we deal in inspiration.
What is influencer marketing?
It’s picking up on the kind of energy and vibe a person is giving off. With our brand it is all about relationships. It’s not taking a chance, but rather knowing your audience and what everyone likes. I have to know what MJ likes, what the brand will like, and what your consumer will like.
For someone who would want to follow in your footsteps what advice would you give them to get started?
Meet a lot of people. Don’t be overbearing, but find those people that you vibe with best and pick their brains. If you take an interest in a field learn about it, ask the right questions, and then just keep moving forward.
Impressive….he is an amazing guy!!