Paul Diehl | Director of Digital Brand Marketing at Finish Line
Being that you hold such an important position within the Finish Line company, what does a normal day look like for you in the office?
Well, being that I'm the director of Digital Brand Marketing, I'm ultimately responsible for the way we come to market with consumer needs across the digital universe. As you know, the word digital is almost outdated. It's all about how you reach the consumer these days. My day to day duties include being really tight with our brand partners and understanding the stories they want to tell. Our buyers is another key point because I have to understand the products that we have available, but most importantly, our relationship with the consumer is number one. Knowing what their interests are is key because, at the end of the day, that's all I want us to really be focused on.
Fashion and music are interchangeable components that are constantly in motion. What is it about fashion that makes it so marketable alongside music?
It's interesting you know? I'm proud to say that a few years ago, we were one of the first brands that got into thinking about influencers in a traditional sense. That definition of an influencer has even changed because we used to think the athlete was the ultimate expression of an influencer. Now, the tables have turned because Hip-Hop artists have now become the ultimate influencers. It's beginning to become more and more mainstream to use Hip-Hop as a vehicle of connection with your consumer as opposed to athletic sports. For example, Puma is setting the tone right now with their relationship with Rhianna. She's their endorser, their influencer, and she's a hired internal creative director. Puma is truly inspiring the culture with the way they're approaching ideas and innovation.
How does Finish-Line continue to push the envelope within the sneaker community?
For us, it all still comes back to the relationship with our customer. We want to strengthen our engagement with our customer and I think that's at the heart of our identity. Whether it be merchandising, product preferences, or working with brand partners or influencers. I know I keep harping back on these things but for us, this is so important right now. This is how we will continue to shift the paradigm in our efforts.