Zach Sheats
Athlete Management
Athletes are authentic trendsetters and validators, providing influence and credibility through their leadership in sport and culture. It's imperative for brands to foster longstanding, authentic relationships with athletes who naturally resonate with consumers as relatable yet aspirational figures. However, navigating an athlete's evolving career trajectory requires a skilled approach to ensure the brand-athlete synergy remains genuine and impactful.
My role in athlete management began by building a diverse North American roster representing key cities and connecting Vans further to brands like Supreme, FA, and Dime. From 2017 to 2022, I strategically built an athlete roster reflecting the diversity of our core consumer base across gender, background, and experience.
As my responsibilities grew to oversee the global athlete ecosystem, I managed contracts, schedules, signature product lines, and comprehensive marketing campaigns. Leveraging athlete influence authentically became paramount, creating unique career milestones that drove aspiration while upholding brand integrity.
Wins ranged from organic athlete visibility at pivotal cultural moments to coveted media placements like Thrasher covers or Vogue features. I took pride in curating a powerful roster that maintained brand ethos while seizing opportunities amplifying their individual narratives. Through collaborative activations with athletes, partners, and media, I cultivated an environment fostering longevity and forging deeper connections between fans and ambassadors.
Balancing brand strategy with individual athlete journeys, I facilitated meaningful synergies that transcended transactional partnerships. These authentic relationships elevated Vans' cultural relevance while providing a platform for athletes to leave an enduring legacy.
- Strategically build a diverse athlete roster representing the evolving consumer base
- Manage contracts, products, campaigns, and scheduling - oversight of the entire athlete ecosystem
- Identify unique collaborative opportunities between athletes, partners and media that hightlight athlete narratives, drive aspiration, and forge deeper consumer connections
- Athlete strategy and management
- Contract Negotiaions
- Cultivated a younger consumer minded athlete roster, rooted in inclusion and diversity
- Empowered athlete-driven storytelling spikes outside endemic media, including Anthony Van Engelen’s widely celebrated “green bench” moment, and Beatrice Domond’s Vogue features
- Supported athletes’ personal growth beyond skating by building skateparks and hosting events, forging lasting affinity that expands brand relevance