THE MAWKO APPROACH
MAWKO operates across five interconnected levers that drive brand growth and commercial performance.
• Brand Positioning establishes competitive advantage.
• Brand Creation builds identity and cultural relevance.
• Product Strategy drives revenue, margin, and adoption.
• Athlete Platforms amplify credibility and emotional connection.
• Global Expansion scales brands across international markets.
Together these levers align brand, product, and culture to drive durable commercial growth.
GLOBAL EXPANSION
Scaling brand relevance and commercial performance across global markets.
Under Armour Global Football
UK & Europe Expansion
Repositioned global football platform to accelerate cultural relevance and market penetration across priority European territories.
Sperry
Asia Expansion
Localized brand positioning and distribution strategy to unlock scalable growth across key Asian markets.
UA ColdGear
Latin America Expansion
Aligned product positioning and seasonal storytelling to drive adoption across emerging Latin American markets.
ATHLETE PLATFORMS
Leveraging athlete partnerships to strengthen credibility and cultural relevance.
Jordan Spieth
PGA Tour
Global Brand Platform Development
Built a performance anchored athlete platform to elevate global credibility and drive premium category growth.
Trent Alexander Arnold
Premier League
Next Generation Cultural Positioning
Aligned athlete narrative with brand ambition to accelerate relevance across emerging global football audiences.
Alison Lee
LPGA Tour
Women’s Category Expansion
Integrated athlete storytelling with product strategy to strengthen positioning and unlock growth in the women’s segment.
PRODUCT STRATEGY
Aligning product innovation and storytelling to attract audiences and create demand.
Reyn Spooner
Product Platform Modernization
Modernized core shirting platform to reengage heritage customers and expand high margin revenue streams.
UA Global Football
Performance Innovation Launch
Aligned performance innovation with global athlete ecosystem to accelerate premium adoption and category credibility.
Bonobos
Seasonal Revenue Acceleration
Integrated seasonal product strategy with commercial execution to accelerate sell through velocity and margin expansion.
BRAND CREATION
Building new brands and modernizing heritage platforms to unlock growth.
UA Boys Golf
Category Creation
Built a performance driven youth golf identity to establish category credibility and fuel long term athlete pipeline growth.
Crewcuts
Lifestyle Brand Launch
Launched a modern lifestyle brand extension to capture family driven growth and extend brand relevance across generations.
Reyn Spooner
Heritage Brand Reinvention
Repositioned an authentic legacy brand to restore cultural relevance, modernize storytelling, and attract new consumer demand.
BRAND POSITIONING
Defining competitive advantage through brand architecture and cultural relevance.
J.Crew
Brand Positioning
Repositioned the mens business to reengage core customers and attract a new generation of consumers across all channels.
Ralph Lauren
Brand Positioning
Strengthened heritage positioning to reinforce brand authority and deepen global equity across loyal RRL enthusiasts and global PRL audiences.
Sperry
Brand Positioning
Embraced iconic heritage and modern performance positioning to restore cultural relevance and accelerate category growth.