In The Ad Suite: Andy Miguel

Naomi Lang, Andy Miguel, Michael Koach

In this exclusive interview, we sit down with Andy Miguel, a marketing veteran with over 20 years of experience, including a long and successful stint at Nike. Andy shares his insights on everything from the importance of understanding the consumer to the future of the Jordan brand.

Marc: So, Andy, how did you get your start in marketing?

Andy: "I graduated in 2001, when student debt was high and job prospects were low. I hit a wall. A mentor advised me to gain core skills that I could use for life, and sales was one of them. He pushed me into sales. When I asked where to learn, he suggested selling insurance or cars. He said insurance was a 'fake thing' you don't use until you need it, but cars were harder because they lose value quickly. So, I became the youngest car salesman at Vic Alfonso Cadillac at 22."

Marc: You also spent some time teaching overseas. How did that experience shape your marketing approach?

Andy: "Teaching overseas helped me land a job at Nike. I had interviewed before, but didn't get hired because my resume wasn't impressive enough. They told me to make it more interesting. So, I used my teaching experience to do that. I learned to market myself and to adapt to my audience. I was teaching about 2,000 kids a week in China, 60 per class, six classes a day, five days a week. I had to learn to be entertaining and engaging. I essentially had a stand-up show that I refreshed weekly. Managing a classroom of 60 diverse personalities, none of whom spoke English well, taught me to adapt my teaching to my audience. I learned that having great information doesn't mean it will resonate with everyone. You have to know your audience and tailor your message."

Marc: You had a long and successful career at Nike. What were some of your most memorable experiences?

Andy: "My first job was in EKIN, Nike spelled backwards, one of the most coveted jobs for sports and Nike fans. EKIN employees live in major cities and know the city and Nike inside and out. I was a 'traveling storyteller.' I visited Foot Lockers and Dick's Sporting Goods, getting to know the sales associates and teaching them about new Nike products. I was a tech expert, explaining the technology behind the shoes. I also told the stories behind the shoes, the inspiration and designs, to help the associates make the shoes 'sparkle off the wall.' I helped make those shoes stand out. In return, I gathered market information from the associates."

Marc: You were also involved in the rebranding of Kobe Bryant after his sexual assault allegations. How did you approach that challenge?

Andy: "I was tasked with remarketing Kobe for Nike. Nike had kept him, while other brands avoided him due to the allegations. I'm not sure if Nike would make the same decision today, but social media and public opinion weren't as strong then. Nobody at Nike wanted to handle his marketing, including me. But I didn't have a choice. I was assigned the project. I became part of what I consider the biggest sports marketing turnaround."

Marc: What are your thoughts on the future of the Jordan brand?

Andy: "I think it's about the spirit of what Michael Jordan was doing. If we just talk about MJ the person today, that's not what kids want to see. His swagger today isn't the swagger of young people. We don't want to roll him out every day, and he doesn't want that either. The themes of MJ's career are like Hollywood. How many different stories are there? We see movies and shows centered around those core stories. So, we don't have to just embrace what he did and keep it at that. If we make it linear and just tell the story of MJ's flu game, there will be kids who don't connect. We have to extrapolate the emotion and see how it can be seen in other areas."

Marc: What advice would you give to someone graduating today with a marketing degree?

Andy: "I'd go learn how to sell. Selling isn't just knowing your product, it's understanding the consumer and what gives them an emotional connection. It's about connecting with the person you're selling to. Marketing is moving towards personalization. Your email inbox has personalized emails based on your spending habits. AI will make custom campaigns even more specific. But I don't think AI truly understands the consumer and how situations affect their perception. When you're going through heartache or you've just won the lottery, you look at marketing differently. The only way to stay on top of it is to understand the consumer. The best place to do that is in sales. Learn what gives meaning to someone when they're buying something."