Brand strategist, creative, writer and sneaker enthusiast with a love for insights, research and storytelling.
Brands worked for: Nike, Jordan Brand, Samsung, Lucozade, Timberland, Vans, Bulb Energy, Nationwide, JD Sports and MTV Global.
Published written work: Wavey Garms, Footpatrol, PETRIe Inventory, Sneaker Freaker, Pages Magazine, PAUSE Magazine, Wonderland Magazine, Proper Magazine, Schön! Magazine, Native Instruments, Clash Magazine, The Basement and others.
Get in touch: mnovboi@gmail.com
Projects
- The History of the Nike Dunk and the Nike SB DunkI wrote a long-form, comprehensive history on one of Nike's most popular sneaker silhouettes, the Nike Dunk, for HYPEBEAST/HYPEBAE. Exclusives quotes were gathered from Nike, Maha Amsterdam and Naked Cph. https://hypebeast.com/2021/6/nike-sb-dunk-history-sneakers-skateboarding-basketball
- Interview: @l.holl on Comfort, Function and Quality Outdoors2021 was the year of the waterproof Arc’teryx jacket, the Salomon sneaker, the Snow Peak camping tent and those vast, grandiose mountains or trees that loomed overhead in your latest IG post. This year, exploring nature outdoors became cooler than backing beers in your local watering hole, all thanks to a little industry or movement called ‘fashion’. If you want to dig a tad deeper into the cause and effect, then you’ll come across a handful of individuals and their respective Instagram accounts
- Interview with the Outdoor Recreation ArchiveAn editorial article written for HYPEBEAST. I spoke to Utah University's Clint Pumphrey and Chase Anderson about their catalogue collection and the past 100 years of the outdoor industry. https://hypebeast.com/2020/11/outdoor-recreation-archive-utah-university-interview
- Adidas's return to respectabilityI wrote an opinion piece for Pages Magazine on Adidas's rise back up to power and their five year plan business strategy. "Adidas is recovering from a period of falling sale figures, a weak marketing strategy and a lapse in making technological advancements. As a long-time fan of the brand I feel that it is necessary to talk about their struggle back to distinction and the reasons for their lapse. Recapping adidas’ journey is just as important as reiterating the excellence of the products placed
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Work history
Senior Copywriter (Nike)R/GA
London, United KingdomFull Time
Senior Creative StrategistHYPEBEAST
- London, United KingdomFull Time
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Skills
- Fashion
- Art Direction
- Critic
- Editing
- Proofreading
- Creative Direction
- Word
Education
D
D
BA English LiteratureDurham University
- Durham, United Kingdom