Project + Exec is a new series where I’ve decided to seek out footwear executives who are minorities (Black, Latino, Indian, Native American, Asian men and women) who are doing some dope work, but are being overlooked by the larger media outlets. It’s my small part. I really hope you look more into the brands and people behind them.
Source: http://alisonmdesir.com
This is a complete deviation from the Project + Exec posts I’ve written before. My focus has been on designers, project managers and executives I feel should be transitioned into VP or higher level positions within their footwear organization. This is different in two ways:
- It’s the first Project + Exec featuring a woman.
- It’s the first Project + Exec featuring a person who is operating outside of the corporate structure of the footwear industry.
So how and why did I choose Alison? Watch this video:
It’s not just that this video makes me want to be a better person, that I chose to write about Alison. I discovered her last year during Under Armour’s “Unlike Any” campaign. I watched every video from that campaign because they were the best ads I’ve ever seen. For the purpose of the site I focused on UA’s long relationship with Misty Copeland when I wrote this post:
Websites often focus on the person that will drive the most engagement. That’s what I did. I also addressed Jessie Graff’s video from the campaign because for the purpose of marketing I felt that she was a person UA could place more time into. I didn’t necessarily overlook the other women: Lindsey Vonn, Zoe Zhang, Natasha Hastings, and Alison, I analyzed the campaign and then dug into how much effort UA was going to place into building a narrative around these women and creating more campaigns like this. In doing what I always do I missed an opportunity to create a post about the woman who has the most attainable life.
What do I mean by that?
I obviously don’t mean that you will ever have a stride like the shot shown in the picture above, lol. You won’t. That’s not exactly attainable (it is, but you are going to have to WORK!). The women in the Unlike Any campaign consist of an actress, an American Ninja Warrior, a Principal Dancer, and Olympic athletes… and then there is Alison. Alison is an incredible athlete, but what she has done and is doing I feel could speak to more people than the professional athletes listed above because she created her life from a moment of despair that many of us are dealing with or are currently going through.
Could she be an executive in an athletic company? Damn right, but I won’t get ahead. Why would Under Armour choose a mortal to add with athletes and entertainers? Why would I choose Alison?
Alison is the founder of Harlem Run (an NYC-based running movement) and Run 4 All Women (an initiative that has raised over $150,000 for Planned Parenthood), and just launched the podcast Finding Meaning (on the RUN), available on iTunes, Google Music, SoundCloud and Stitcher.
That’s the pretty answer. This is the real answer below and take just a minute to listen to what she was going through when she began to run (click the soundcloud below):
Alison started running distance after a period of depression, and, over the past 4 years, has been able to Find Meaning on the Run. When Alison is not running, she is working to resolve and speaking passionately about issues related to women and girls.
Alison has a wealth of grassroots marketing experience as well as expertise in building authentic and engaging communities around health and wellness. Alison is CPR/AED certified, a USATF level 1 certified coach and an RRCA certified coach.
Alison is not a professional athlete. She’s not a lifelong runner, but she made herself over after overcoming depression. We live in a society where our kids and peers are facing more bouts of depression than at any time in history. People are dealing with financial pressures. Social media has created issues where everyone is showing their best life leaving others to contemplate if their lives are failing in comparison. If you didn’t take the time to listen to that short podcast when she began to run Alison’s father was dealing with dementia, her boyfriend (emphasis on boy) was cheating on her, and she was looking for work.
She began running.
Alison is basically the woman Forrest Gump. She has launched businesses and built communities. She is utilizing the type of grassroots marketing strategy that I’ve been writing about on this site and stating that brands can establish long term campaigns that connect to potential buyers of the brand. Alison may not be a designer, product manager, or exec at a footwear brand, but she is most definitely a Project + Exec that you should get to know. Use any of the links in this post to visit her sites and connect with her on social; or if you’re in her neck of the woods, sign up for a run.
P.S. Under Armour how in the entire hell can I visit your website and not find a damn thing about Harlem Run and Run 4 All Women? Once again as a brand your marketing department is falling short in developing digital content for the site, on the site. (What? Did you guys really think I was going to let UA off the hook for underutilizing Alison? I wouldn’t be me if I did that 🙂