Aaron, an old friend of mine is doing a project called 45 Interviews in 45 Days where he virtually asks questions “industry luminaries” about the net, the future and whatnot.  I was flattered to be asked but more importantly, intriqued by the questions.  Made me stop and think for a second during the workday – a rarity at Nike :).  Please see my responses below and for more, check out his blog Stroutmeister.

In one sentence, please describe what you do and why you’re good at it.
chief propaganda director, cultural anthropologist, sport evangelist… aka, Nike Japan Marketing Director.  I’m good at it because I love what I do.

How did you get into the world of online community, social media or social marketing?
I’ve always loved technology and people.  I worked in a crazy advanced media lab my senior year of Boston College and worked on projects with Quicktime compression, experienced the first Mosiac Browser in 1994 and wrote code in HTML 1.0.  From then, I was hooked and never let go of the keyboard.  In the 15 years that followed “online” has blurred the lines between work and life for me.  Connecting and Engaging with people through digital technology gets me off!!!!!

If you had $10 million to invest in one company and one company only based on their use of “social,” which company would it be and why?
Facebook at $5b valuation?  Twitter at $250m?  Ning at $500m?  They are all definitely players and though I’m partial to facebook and believe they have the best chance for success, if I really had the money, I’d invest it in QQ.com, the chinese IM/SNS site.  It trades on the HK exchange at $47 and a crazy 54 P/E ratio but with 300m members, the opportunity for 1b more and $500m in revenue (only 13% from advertising), it’s my best bet for financial success.

Which business leader, politician or public figure do you most respect?
Obama is the too obvious answer, but for me, it might always be Michael Jordan.  He’s all heart.  He’s the guy you want next to you when it’s all on the line – and not just basketball.  He walks the walk.  Hungry, competitive, intelligent and focused.

Would you join a toothpaste community? Why?
No.  Why would I?  Maybe I lack vision but anything they could possibly offer me would be off-brand/category.  I honestly don’t even like brushing my teeth, why would I want to talk about it?  Maybe if their was an anti-toothpaste community, I’d think about it – but probably not.

2005 SEPT. This is a presentation I gave to a group of Brand Marketing people at a conference in Korea.  As an example of taking core marketing fundamentals and creating a focused integrated plan that connects with a new target group on multiple levels.  Success starts with driving a strong consumer insight and connecting with it.

> download PDF [53.6mg] - sorry
> password: nike6453

2008 JULY. I was asked to give a talk to Emerging Brand Talents in Asia Pacific on Creativity in Japan.  As you can imagine, it’s an extremely difficult and complex topic that I am not even that versed in… but i gave it my best pulling thoughts, insights and examples from the far reaches of Nippon Culture.  The history is just as interesting as the future.

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> password: nike6453

free video player & video platform - interactive video, online video solution: video player, video editor - kaltura
wordpress video - wordpress plugin for integrated video on video blogs, and video tools Dice-K Matsuzaka signs with the Boston Red Sox for $100,000,000.  With the pressure of all of Japan and more importantly all of Boston, this is where he thrives.  Where he Enjoys the Pressure.  A sub-par season and a World Series ring later, he’s still bringing it.

free video player & video platform - interactive video, online video solution: video player, video editor - kaltura
wordpress video - wordpress plugin for integrated video on video blogs, and video tools Kobe donates a court in Shibuya bringing his big smile, a gentleman demeanor and mad skills to the boys and girls of Tokyo.

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In collaboration with MSN, Nike Japan created this Just Do It spot made from local submissions from everyday athletes all across the nation.  One of those really cool things that goes fairly un-noticed in a mammoth brand like Nike.

As we strive to one of the most premium Brands in the world, elevating our product presentation is a key tool along that journey. In August of 2007 we launched the PRShowroom@TokyoDesignStudio with an intimate gathering of 500 of our closest friends and influencers, in Tokyo’s design community of Nakameguro.

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> password: nike6453

Vince Carter, Gary Payton, JiSung Park and the Korea National Team plus countless other efforts around Nike Sport Culture, Women’s Training and LeBron James… 2004 was a great year for Nike Korea. My first year where I learned a lot and hopefully contributed some as well.

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Another Highlight… During the World Cup 2006, Nike Korea had the ambition of rallying the a country behind the National Football Team and the idea of TuHon, “Fighting Spirit”. It was the symbol inside each team members uniform and the little red band that millions of youth around Korea wore to show their support and passion. With almost 3 million bands sold, it was a sight to see.

My first project at Nike, the launch of LASER, an ecceletic collection of 6 limited edition shoes. It started with key influencer seeding around the world, peeked with a 1,000 person party in Chelsea and the rest is history. Every lasered Nike shoe since then started here.

The Party… 1,000 club kids, sneakerheads and party goers at a loft in Chelsea. It’s the only way to launch a limited edition pair of Nikes. Top DJ’s from around the world, live tattooing and much drink.

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While at Nickelodeon, we embarked on a mock project. The assignment: Launch a new member of the Powerpuff Girl franchise with $200,000. It was a great competitive exercise (fun too) that gave birth to this little plan.

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