Principal, North America Media Relations, LA

Develops and executes communications strategies that position Los Angeles as a priority cultural and storytelling market, while contributing to North America-wide media relations strategies, agency management and earned storytelling. It works closely with North America Communications teammates and in partnership with integrated, brand and sports marketing teams to activate Los Angeles as a cultural engine for the brand, and contributes to national events with teammates in New York and Portland HQ when necessary. The primary focus is media relations across traditional and institutional media, social-first outlets, creators and other influential storytellers, with storytelling at the intersection of sport and culture.

• Lead Los Angeles media relations plans for key projects across Sports Culture, including Sportswear, Training and Entertainment Media.
• Maintain a deep and diverse network across Los Angeles media, creators, entertainment, sport, sneaker culture, community organisations, tastemakers and cultural influencers, leveraging relationships to identify earned media opportunities.
• Develop earned-first communications plans, experiences and activations that create brand relevance and cultural impact.
• Identify Los Angeles stories that can scale nationally and contribute to North America Media Relations priorities.
• Work cross-functionally with Los Angeles marketing, sports marketing, the North America communications team and external partners to deliver integrated storytelling.
• Develop and execute communications strategies that position Los Angeles as a priority cultural and storytelling market while contributing to North America-wide media relations strategies, agency management and earned storytelling initiatives.
• Create and drive cultural impact and influence through an ecosystem of consumer media, earned creators, sport, entertainment media and community leaders in Los Angeles and nationally.
• Help lead, redefine, cultivate and develop expressions of sport and style that challenge convention and permeate culture in new and inventive ways, and expand storytelling boundaries to create content, moments, stunts and programmes that generate sustained earned and owned vitality.
• Cultivate a forward-looking approach to communications strategies that leverages the changing integrated media and highly engaged consumer landscape.
• Contribute at every stage of the planning process and help shape the direction of the Los Angeles communications team's work so that strategy and execution form one integrated approach.

• Bachelor's degree in Communications or a related field; any suitable combination of education, experience and training will be accepted.
• 8+ years of professional experience in fast-paced, high-profile media relations, communications or public relations roles supporting global brands.
• Extensive media relations experience and a strong, active network of relationships across North American media, storytellers, creators and influential voices in sport, business, culture, lifestyle and consumer media, with a focus on Los Angeles-based contacts.
• Demonstrated ability to manage multiple complex workstreams simultaneously, prioritise effectively, meet tight deadlines and deliver high-quality work in a fast-moving environment.
• Deep understanding of the evolving media ecosystem, including social, digital, print, podcasts, newsletters, creator platforms and AI-powered discovery.
• Experience using audience insights, data, social listening and cultural intelligence to inform communications strategy and real-time decision-making.
• Proven ability to influence and align senior leaders, peers and cross-functional partners across a complex global and regional matrix.
• Demonstrated ability to initiate and lead ideation, bringing creative, innovative and business-minded communications solutions forward at the concept stage.
• Strong written and verbal communication skills, with the ability to simplify complexity and communicate with clarity, confidence and precision.
• High cultural fluency and curiosity, with a strong understanding of sport, style, footwear, apparel, entertainment and popular culture.
• Experience working on high-profile consumer brands.
• Deep understanding of the Los Angeles cultural landscape and strong instincts for identifying emerging media trends and opportunities before they reach the mainstream.
• Proactive, creative and solutions-oriented approach, with cultural curiosity, a passion for sport and movement, an eye for design and trends, and a deep understanding of Los Angeles popular culture.
• Positive, team-oriented mindset, curiosity, strong strategic instincts, exceptional relationship skills and the ability to handle ambiguity while working across a global corporate matrix.
• Ability to influence, align and drive action across a highly matrixed organisation where success depends on collaboration rather than direct authority.

• Company or agency spokesperson experience.
• Ability to deliver new ways of thinking and a desire to deepen and evolve the brand's sport-culture relationship with new audiences and consumers.

• Los Angeles, with collaboration across North America Communications, New York teammates and Portland HQ; national event support when necessary.