CAREER OVERVIEW


My professional life began as a tennis instructor. Hitting targets has alway come naturally.

But it really started when I went to work for creative director and industry icon Peter Moore 
at ADIDAS AMERICA. He sent me to ten cities for three months to experience regional sport cultures directly from the coaches, players, and retailers who create it. To listen and learn. I did.
 This is where I discovered how brands are really built- functional product, message clarity, and authentic culture.

Moved to SoCal. Helped reposition a sleepy California vulcanized shoe company called VANS 
into a multi-category action sport brand. We expanded performance products, diversified our media, put authentic skate on 
Mtv, and acquired and leveraged the Warped Tour. This expanded audience while strengthening the core, grew sales 81%, and helped raise $49M in investment capital.

Got bounced by the tech bubble. Part of the technology team that conducted the first debit card transactions over the internet with some of the industry’s biggest players like eBay, Equifax, and Wells Fargo. The authenticated payment processor A-OK NETWORK was ahead of its time. Unfortunately, like a classic binary platform battle, its superior technology was Betamax to another group’s VHS. That group? PayPal. Moving on…

Co-Founded Frank Creative and went outdoors with Deckers. Moved TEVA from sandals to footwear and produced the first-ever advertising shoot in the inner Grand Canyon, along with the production 
of the IMAX film River at Risk. Getting back to our roots while extending the brand helped halt 
a 7-year decline that invigorated stakeholders, increased sales 72% in 18 months, and moved 
from 11th back to 1st in category sales.

Teamed up with AND1. Helped move this iconic 90’s brand from out of the bargain 
bin and back into The League, aka Foot Locker. Relaunched a classic (Tai-Chi), brought the
 Mixed Tape to Social Media, and prepped the brand for a successful sale.

Turned tree hugger with local nonprofits. Rebranded FRIENDS OF TREES, one of Portland’s most longstanding and effective community groups. Rebranded and help drive projects for the INTERTWINE ALLIANCE, a coalition working to preserve and nurture a healthy regional system of parks, trails and natural areas. This included helping secure part of a $10M grant from the U.S. Fish & Wildlife Service to promote equity, inclusion, and access to nature and the urban refuge system (Northwest Family Daycation).

Went thread head at POLARTEC. From AOR to in-house, built a team to re-energize 
and reposition this shy and awkward outdoor fleece mill from Malden, Mass into a modern ingredient brand: The Science of Fabric. The kind that builds confidence and expands capabilities such as digital 
selling and storytelling platforms. The kind that partners with The North Face, Supreme, 
Moncler, Nike, and taste-makers and performance-leaders from around the world. 
The kind that get acquired by Milliken & Company in 2019.


We were also able to increase demand and raise price even during a time of severe operational challenges. As well, the global pandemic greatly deflated retail forecasts and upended the centuries-long ‘in person, touch the fabric’ nature of textile sales. Pivots were made.


 While each case has their own unique issues and solutions, they are all examples of a unified trend. That when positioned with the creative voice of their authentic selves, brands build the trust, 
affinity, and momentum required for meaningful, long term growth beyond their core.

Except in the case of A-OK, which was a lesson in market readiness, macroeconomics, 
and management. Ouch.





You can reach me at davidkarstad@gmail.com CV available upon request.