Why Your Brand Needs to Be Ready Before the Partner Shows Up

Most CEOs pursue brand partnerships before they're ready for them. Here's what I learned building collaborations with Reebok, Eddie Bauer and Nautica while running a publicly traded company.

mercoledì 10 giugno 2026 New tab

1,096 words~5 min read

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Most CEOs pursue brand partnerships before they’re ready for them. Here’s what I learned building collaborations with Reebok, Eddie Bauer and Nautica while running a publicly traded company.

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Brand partnerships look straightforward from the outside. You find a name people recognize, you attach your product to it, and the awareness follows. That’s the theory, anyway. Having built collaborations with brands like Reebok, Eddie Bauer and Nautica while running a publicly traded company, I can tell you the reality is a lot more nuanced.