Brand Strategy for Fashion, Art, Music, & Sports Brands

Brand Strategy for Fashion, Art, Music, & Sports Brands

Portfolio

Portfolio

Welcome to FAMS®, my personal portfolio as a Brand & Marketing Director. It showcases a diverse range of successful brand projects that I have worked on throughout my career. Each campaign is carefully crafted through a combination of market research, message development, and media planning to connect the brand with its target audience in a meaningful way.

From fashion collaborations and art installations, to music partnerships and sports sponsorships, I strive to create campaigns that align with the brand's goals and emotionally connect with consumers. These projects demonstrate my ability to create and execute strategies that drive brand growth and revenue. - Nathan Feliz

Welcome to FAMS®, my personal portfolio as a brand & marketing strategist. It showcases a diverse range of successful brand projects that I have worked on throughout my career. Each campaign is carefully crafted through a combination of market research, message development, and media planning to connect the brand with its target audience in a meaningful way.

From fashion collaborations and art installations, to music partnerships and sports sponsorships, I strive to create campaigns that align with the brand's goals and emotionally connect with consumers. These projects demonstrate my ability to create and execute strategies that drive brand growth and revenue.

- Nathan Feliz

STUSSY

STUSSY

Stussy is a streetwear and lifestyle brand known collaborations with artists and musicians. Founded in 1980 by Shawn Stussy, the brand has grown to become a global phenomenon, with a cult following and a reputation for pushing the boundaries of fashion and culture.

Accountabilities


• Brand Strategy

• Marketing

• Event Production

Goal

Customer Retention

To enhance market share against competition, maintain relevance in the industry, keep current customers loyal, and show appreciation to retail partners.

Issue: How do you enhance market share with new competitors entering the market?

Strategy

Surprise & Delight

Create a consumer experience that celebrates the community and culture of their customers; Skateboarding & Street Art.


Tactic: Transform local skate shops into pop-up art exhibits that give local artists an opportunity to showcase their art work in the same show as their favorite artist.

Results

Customer Bonds & Revenue

Stussy, Heel Bruise and Atlas Skateboarding Shop hosted the "Under the Radar" art show, gaining national coverage from Juxtapoz, Thrasher, and Hypebeast.


The event was a success; it turned customers into fans, increased demand from retail accounts, and boosted sales for Stussy and their retail partners.

Under The Radar

Training Day

Commemorated the art exhibits with limited edition t-shirts and skate decks that highlighted the works of the featured artists.

UNDEFEATED

UNDEFEATED

Undefeated is a streetwear brand that has been around for over 20 years. Known for their footwear collaborations and apparel, they have established a strong reputation in the industry and have become a go-to for those looking for fresh, bold, and unique styles. Undefeated has become a brand that is highly sought after by fashion enthusiasts around the world.

Accountabilities


• Brand Strategy

• Marketing

• Business Development

• Creative Direction

• Shoot Production

Goal

New Markets

To enter new mainstream sports market to drive future revenue.


Issue: How can a brand expand into new markets while still staying true to its subculture values and not loose its current customers?

Strategy

Unifying Message

Create and deliver relatable content that emphasizes teamwork, victory, and virtue, while also introducing the brand and product in a way that appeals to professional athletes and their fans.


Tactic: Partner with a top-notch sports agency and document what it takes to prepare for the NFL draft.

Results

Big Leagues

Our efforts paid off as the video was promoted through the featured athlete’s social media accounts, all of Undefeated’s marketing channels, and posted in various sports news sources such as ESPN.com. The result? Increased revenue and expanded brand presence through collaborations with pro athletes, teams, and brands."

Collaborations projects included but not limited to Sean Avery (NHL), San Francisco Giants, and Equinox Gym

Collaborations projects included but not limited to Sean Avery (NHL), San Francisco Giants, and Equinox Gym

US VERSUS THEM

US VERSUS THEM

Us Versus Them (UVT) is a streetwear brand that was founded in 2011, known for its counterculture mentality, representing rebellion and individuality. The brand's mission is to create clothing that represents this mentality, gaining a loyal following among those who identify with this aesthetic, heavily influenced by 90s street culture and subcultures such as skate, punk, and graffiti.

Accountabilities


• Brand Strategy

• Marketing

• Business Development

Goal

Brand Awareness

To gain awareness as an emerging brand.


Issue: How do we gain measurable attention as a new brand with a small budget.

Strategy

Influencer Marketing

Team up with a celebrity / Influencer that shares the same values and beliefs as the brand and can relate to the difficulties of what it takes to break through and stand out in a crowded market.


Tactic: Attracted and negotiated with a hip-hop artist to wear a UVT hoodie while on tour.

Results

1M+ Views

Wiz Khalifa wore a UVT hoodie prominently displayed in a documentary style video that gave an all access view of his life as he tours across the country; capturing his life on the road, his antics, and interaction with his fans. Resulting in 1M+ views on YouTube , 10K Instagram followers, and roughly a 20% increase in website traffic.

2050 Tour

TRANSWORLD

TRANSWORLD

Transworld Media was an authority in the action sports industry for over 30 years. The publication provided insightful coverage of surfing, skateboarding, Snowboarding, BMX, and Moto-X, offering readers a unique perspective on the latest trends, events and athletes in the field.

Accountabilities


• Marketing

• Event Production

Goal

Market Share

Bring the magazine to life with content that will transition the publication from print-dominant era to digital-dominant era.


Issue: How do we immerse our audience in the world of action sports and keep them coming back for more?

Strategy

Immersive Content

Create and develop content generating events, contest, and award shows, that give viewers an all access pass and unique perspective into the world of surf, skate, and snowboarding.


Tactic: Skate & Create, Cali-Rally, Rider's Poll Awards, TransAm (amateur contest)

Results

Go to Source

Transworld Media became the trusted source of information, entertainment, and inspiration for action sports enthusiasts and industry professionals alike, making it one of the most respected and influential media outlets in the world.

Skate & Create

Rider's Poll Awards

CaliRally

Monster Army

Skate & Create

Skate & Create

Get ready for an epic skate showdown! Watch as four teams battle it out in a warehouse filled with movable ramps. 9 days to design, build and shred their own unique skatepark. Don't miss the ultimate Skate competition of creativity, watch now!

Rider's Poll Awards

Rider's Poll Awards

This show brought together 1,500 die-hard fans to witness the sport's elite being honored by the industry's leading magazine. With over 100 professional snowboarders casting their votes, the awards showcase the best riders, video parts, and performances of the year. See who came out on top.

CaliRally

Four teams, four surfers, ten days, one epic surf scavenger hunt from San Diego to Santa Cruz. Watch as teams battle it out to complete challenges and earn points in the ultimate surf competition. Don't miss the action of the Cali Rally!"

MONSTER ENERGY

MONSTER ENERGY

Monster Energy's "Monster Army" program is a talent development program for athletes in various action sports. It provides support and resources to help them advance their careers and reach the next level. The program also includes a community aspect, connecting athletes with fans and other members of the "Monster Army."

Accountabilities


• Creative Direction

• Marketing Strategy

Goal

Awareness and Retention

Generate awareness about the how Monster Army Program aims to support and develop up-and-coming action sports athletes, and Increase memberships to 100K within 1 year.


Issue: How do we get consumers' attention and interest to increase memberships 100k with 1 year?

Strategy

Recruit

Create and distribute "recruitment" content about action sports athletes turning pro.


Tactic: Included sign-up stations at all Monster Energy events hosted by Pro-Athletes and the Monster Energy Girls. Offered exclusive merchandise, discounts, VIP experiences. Distributed content via Email Campaigns, and social media channels.

Results

Growth

Monster Army results: 120,000 members in 10 months. Provided members with financial support, exposure, guidance, opportunities, They also served as online focus group, reduced costs by accelerating the process of launching new flavors, helped increase online engagement by 100%, Monster Army has produced 8 X-Games medalists, 5 Winter Olympians, and 10 S.X. Moto Champions.

Goal

Awareness and Retention

Generate awareness about the how Monster Army Program aims to support and develop up-and-coming action sports athletes, and Increase memberships to 100K within 1 year.


Issue: How do we get consumers' attention and interest to increase memberships 100k with 1 year?

Strategy

Recruit

Create and distribute "recruitment" content about action sports athletes turning pro.


Tactic: Included sign-up stations at all Monster Energy events hosted by Pro-Athletes and the Monster Energy Girls. Offered exclusive merchandise, discounts, VIP experiences. Distributed content via Email Campaigns, and social media channels.

Results

Growth

Monster Army results: 120,000 members in 10 months. Provided members with financial support, exposure, guidance, opportunities, They also served as online focus group, reduced costs by accelerating the process of launching new flavors, helped increase online engagement by 100%, Monster Army has produced 8 X-Games medalists, 5 Winter Olympians, and 10 S.X. Moto Champions.

OAKLEY

OAKLEY

Eric Koston and Girl Skateboards art director Andy Jenkins left an indelible mark on skateboarding and art with their 20-year collaboration. Together, with the support of Oakley, they created a monumental mural at The Berrics, showcasing their iconic graphics and the impact their partnership had on both the sport and culture. A true celebration of two creators, two paths intertwined.

Accountabilities


• Art Install: Mural Production

Oakley • Koston • Jenkins

CHARVEL

CHARVEL

Fender Guitars is a world-renowned brand known for its high-quality instruments and innovative designs. Its four subsidiaries - Charvel, EVH, Jackson, and Gretsch - offer a diverse range of options for guitar enthusiasts of all styles and skill levels.

Accountabilities


• Project Management


Worked cross-functionally as a central point of contact for Fender's executive marketing team, internal creative teams, production teams, and post-production teams to ensure all projects were delivered on time within scope and budget.

Charvel • Jim Root

GREEDY GENEROUS

GREEDY GENEROUS

Greedy Generous is a brand that believes in the power of generosity. Born from the idea that greed ruins everything, they aim to counteract it by giving profits to their customers. Starting with apparel, the brand plans to expand their product offerings to include items for all aspects of life, including home, work, and play. They are dedicated to making a positive impact on the world by spreading generosity through their products.

Accountabilities


• Brand Development

• Creative Direction

• Business model

• Design

• Strategy

• Production

• Sourcing

Goal

Generosity

Generosity

Make the world a more generous place.


Issue: Greed ruins everything, how do we counter balance it?

Strategy

Circular Economy

Circular Economy

Create a brand built on a business model that gives its profits to its customers. The greedier consumers are the more generous the brand is…

Tactic: Launch Greedy® Generous as a brand and produce products for home, work, and play.

Results

Started

Greedy® Generous has started it journey to make the world a more generous place and in its first phases of product offerings.

Made for Generous People® Get More Give More® Profits for Customers®

Made for Generous People® Get More Give More® Profits for Customers®

ThoughtFool Studio

ThoughtFool Studio

As an art studio, ThoughtFool seeks to explore the intricate nature of human thoughts and the way they manifest in our lives. Through a variety of mediums and creative expressions, we delve into the fascinating question of where our thoughts come from, our complex relationship with them, and the diverse forms they can take. We believe that by creating art that reflects and celebrates the diversity of thought, we can help to promote greater understanding and acceptance of neurodivergent perspectives in society.

Accountabilities


• Brand Development

• Creative Direction

• Art & Design

• Strategy

• Production

• Sourcing

FAMS®

Related By Culture

FAMS® Creative Studio: A nexus of innovation and expertise, FAMS is a creative studio that delves deep into the realms of creativity, strategy, and storytelling. Our mission is to craft narratives that resonate, designs that captivate, and strategies that drive results. United in our diverse passions and expertise, we are "Related by Culture."

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