Conversations at the intersection of sports, design and creativity

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Marissa McClain - Senior Designer, Boston Red Sox
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Surf Melendez

Makers of Sport Podcast #58

November 16, 2015
Surf Melendez

"Yearly campaigns shouldn't be a reinvention of who you are. There should be a core of what you are & what you stand for & what you look like."

On this week's pod, Surf Melendez joins me to discuss his non-traditional path to the Miami Dolphins. Surf is the Managing Director of Content & Creative for the team where he oversees a group of talented creatives that are working with ownership to build an in-house agency.

From an architecture degree at Florida, to a career in the restaurant industry to finance, we touch on Surf's eventual landing at ad agency Crispin Porter + Bogusky where he launched into his career in the creative industry.

Due to the crazy hours of advertising and having kids, Surf tell us of life change and a passion for sport which lead to Adidas where he worked on creative for running, training & football.

A want to move back home pointed him to the Miami, where they were wanting to build an in-house agency and serendipitously, the CMO used to be at CP+B client BK. We discuss the team's moves to grow & cultivate a creative culture, some of their campaigns, controlling what goes out from a marketing perspective and discuss their approach to building a global brand rather than a sports brand.

Finally, Surf leaves us with some wisdom on building brands from within the organization. Be sure to stick around after the ending for some extra audio regarding a Dolphins/Marvel collab.

Miami Dolphins Lookbook by Surf Melendez and team

Miami Dolphins Lookbook by Surf Melendez and team

Miami Dolphins Lookbook by Surf Melendez and team

Miami Dolphins Instagram mosaic by Surf Melendez and team

Misc. Miami Dolphins Instagram Images by Jon Willey

Miami Dolphins Instagram images by Jon Willey

Miami Dolphins Instagram images by Jon Willey

Miami Dolphins Instagram images by Jon Willey

Miami Dolphins and Marvel collaboration

Mentions include:

My next guest is Eric Bodamer, uniform designer for Adidas's NHL Division. Prior to Adidas, Eric has had an extensive career at companies such as Nike, Abercrombie & Fitch, Target and more. He's also had cameos on shows 35 and 47. Join us for an interesting view into the world of uniform design for a passionate fan base.

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