Makers of Sport Podcast #58
"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.
- Surf's Twitter
- Miami Dolphins Instagram
- Crispin Porter + Bogusky
- Alex Bogusky's Twitter
- BK's Subservient Chicken
- Bogusky leaves advertising
- Victors & Spoils
- Evan Fry, CCO of V&S
- Noah Clark, CD at V&S
- Jon Willey, Dolphins Photographer
- MetaLab - web design shop I mention
- Ep42: Chris David Garcia
- Nike Better World
- Nike's Girl Effect
- Ep37: Matt Lange
- HBO's Ballers
- London Olympics, Wolff Olins
- Bill Roseman, Marvel
- Dolphins #SinceMovement
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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