Greats has a new board member.
Trey Laird, the chairman and chief creative officer at Laird + Partners who is known for working with brands ranging from Tommy Hilfiger to Tom Ford, had consulted with the Brooklyn-based sneaker brand for a couple of years, but now will be an official board member.
“We had an opportunity to change the board and we wanted to include someone who was focused on brand communications,” said Ryan Babenzien, chief executive officer of Greats. “Trey is able to think about our communications on a high level and he’s great at building out ideas and honing in on a clear message.”
As a board member, Laird will continue to offer advice on visual marketing communications.
“From a brand image and storytelling point of view, I think the next chapter for Greats is to start to define their world, their vibe, a bit more,” said Laird. “Greats can speak to the people, places and things that inspire them, and create a shared connection with their customers. With a name like Greats, the possibilities for content and stories, both visually and otherwise, are limitless.”
This is the first time Laird is working in the streetwear and sneaker space.
“Sneakers are without a doubt one of the most influential categories of our time. Beyond fashion, they reflect a broader culture on so many levels,” said Laird. “From style-driven trends like luxury brand sneakers, to the influence of streetwear brands on the entire landscape, to the larger continued casualization of our world and how we dress, sneakers continue to dominate the conversation. Greats is perfectly positioned to have a strong voice in it.”
Greats continues to grow. It recently opened a store in Venice, Calif. on Abbot Kinney and hired Charley Hudak as design director.