Meet the Designer Scaling Brands to $400 Million
A Shopify Masters interview with Michael Petry, a footwear designer who has worked at Adidas, Ralph Lauren and Prada and who co-launched the Golden West boot brand with country star Lainey Wilson. He explains how he pitched her, why he embodies the persona of each target customer, working directly with a boot factory, how a country artist's following differs from other celebrities, speaking with customers directly, running a flat team, and celebrating wins. The live YouTube title is about a designer scaling brands to $400 million; the interview itself is about Golden West. Sponsor: Shopify, which presents the show and links a free trial in the description. PARTIAL COVERAGE: this note is based on the opening, the partnership origin, a middle section on digital storytelling and team roles, the closing on celebrating wins, and the description, and does not cover every part of the roughly 43 minute conversation. Names follow the video description. All business claims and figures are the speakers' own and are not independently checked.
Executive Summary (TL;DR)
A Shopify Masters interview with Michael Petry, a footwear designer who has worked at Adidas, Ralph Lauren and Prada and who co-launched the Golden West boot brand with country star Lainey Wilson. He explains how he pitched her, why he embodies the persona of each target customer, working directly with a boot factory, how a country artist's following differs from other celebrities, speaking with customers directly, running a flat team, and celebrating wins. The live YouTube title is about a designer scaling brands to $400 million; the interview itself is about Golden West. Sponsor: Shopify, which presents the show and links a free trial in the description. PARTIAL COVERAGE: this note is based on the opening, the partnership origin, a middle section on digital storytelling and team roles, the closing on celebrating wins, and the description, and does not cover every part of the roughly 43 minute conversation. Names follow the video description. All business claims and figures are the speakers' own and are not independently checked.