Category: global brand management

Trevor Edwards: a Leadership Standard

A athletic brand CEO Trevor Edwards is no stranger to hard work and the importance of drive and determination. Born in London, England into a middle class working family, Trevor Edwards was constantly on the move, doing chores, picking apples out of the family garden, and, to his chagrin, constant yard work. However, the strong work ethic and acceptance of his parents allowed him to develop a strong drive for success. At the age of thirteen, the family moved to Jamaica, resulting in a culture shock for Edwards and initial social hardship, though he grew to love the island country.

It was during this time that Edwards pursued sports, and noticed that athletes had very few choices in athletic footwear, and the ones that were available were nothing special. His academics were stellar, and after graduating Baruch College in New York, went to work for Goldman Sachs. Despite his success as a banker, he found he had little passion or enjoyment for the work. When his mother helped him to see that he was not happy with his lot, he left the firm and sought employment with A athletic brand. Here, his true passion for marketing and brand management was realized. Under his direction, A athletic brand reestablished itself as the athletic footwear of pro athletes. As an athlete himself, he understood the motivations of athletes that allowed him to develop a strong marketing campaign that was so successful it is still talked about today. Trevor Edwards is truly a modern success story!

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