Drieke Leenknegt

Business of HYPE

HYPEBEAST

Society & Culture

4.8 • 785 Ratings

🗓️ 19 January 2020

⏱️ 82 minutes

🔗️ Recording | iTunes | RSS

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Summary

Drieke Leenknegt is a Global Brand Innovator and Marketing Executive who worked at Nike for twenty years. Her work has been crucial in Nike's early development of Nike Sportswear, Nike Energy Marketing and Nike collaborations to name a few. The Belgium native describes her path to Nike as more "non-linear" in that her career had a more sporadic trajectory, having worked in radio and advertising before landing a role in their communications department.

She would eventually work in various EMEA offices before relocating to their Portland office where she most recently was the Global Vice President of Influencer Marketing and Collaborations. Her imprint can be seen in notable collaborations such as Virgil x Nike's "The Ten", sacai x Nike's LDWaffle and Tom Sachs x NikeCraft Mars Yard and many more. Previously her roles have included Senior Brand Director of Nike Sportswear, Global Energy Director, Global Design Director Global Communications Director and Edge Marketing Leader.

In this episode, Drieke tells us how Nike has stood the test of time, becoming sneaker culture's dominating force. Having worked with Mark Parker, Fraser Cooke and Sandy Bodecker, she shares with us immeasurable words of advice from the "Five Fundamentals Behind a Great Collaboration" to the importance of cross-pollination and story-telling. Later on she discusses that despite sneaker culture's current popularity, there's much more opportunity to be made. She emphasizes that "this is just the beginning".

As always, thank you for tuning into HYPEBEAST Radio and Business of HYPE. Please don't forget to rate, comment and subscribe to our other shows MIC/LINE, The Anthropology, The HYPE Report and HYPETALKS.

For more info: https://hypebeast.com/2020/1/drieke-leenknegt-nike-interview-business-of-hype-jeffstaple-episode-62

Drieke's Instagram: https://www.instagram.com/drieke3ke/

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Transcript

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0:00.0	From Hype Beast Radio, I'm Jeff Staples, and this is the business of hype, a show about creative entrepreneurs, brand builders, innovators, and the realities behind the dreams they've built.
0:42.7	Today's episode is one that shows just how special the business of hype podcast is.
0:48.9	If you're a regular listener, you know that one week we might hear from a designer who's on a meteoric rise.
0:55.0	Or we might hear from independent shopkeepers that have somehow grown that into a global brand, or a young creative who's about to blow right alongside an OG figurehead who's laid the building blocks for this entire culture.
1:03.0	But today, we have someone rather unique, someone who has only had one job for the past two decades.
1:11.8	That's right. One job, 20 years.
1:15.2	Now, in her tenure, she's helped create the foundation and model of the sneaker fashion and sports industry that we see today
1:23.1	and has been a part of some of the most historic collaborations that we've ever seen.
1:28.3	And now we get to sit down and pick her brain as she embarks on a brand new chapter in her life.
1:35.3	You may or may not know her name, but you have definitely seen the projects that she's touched.
1:40.8	Get ready to learn what it means to be Nike's global vice president of influencer marketing and collaborations.
1:49.6	One of the brainchilds of everything that we know as hype today, Drika Linkinit right now on the business of hype.
2:05.6	Thank you for coming into the Business of Hype Studio.
2:08.6	I think this is going to be a very educational episode because there's not a lot of people,
2:14.3	you know, that have been on my show that have spanned this amount of time and, and focus
2:20.2	on particularly, like, you know, one company. So you are a veteran of, I think, a lot of what these,
2:28.7	you know, Hype East kids see on Hype East every day. You can arguably be like an architect of those things that they're
2:35.9	seeing.
2:36.9	Right?
2:37.5	So this is going to be a very interesting episode.
2:39.4	So first, before we go too far, introduce yourself.
2:41.5	Who do we have in the studio today?
	...

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