Sports Direct International

Heather was introduced to Sports Direct International, and asked to form the ‘cool collective’ – a network of ‘trendy’ influential creative insiders who would advise Sports Direct on how to make all 30+ of their brands ‘cool’. Heather translated this brief into attracting a younger, more creative consumer. Under this brief Heather selected Firetrap and Kangol as the main brands to focus on.

Within the Sports Direct consultancy, Heather was brought into meetings with record labels and MGMT for musicians as the ‘cool’ consultant to sell in the Sports Direct brand for strategic musician partnerships. Heather also attended meetings between the Sports Direct agencies, giving insights into latest trends throughout the creative industries.