A broken heart, a one-way drive to Carlsbad, and a couch full of spare change turned into a first Hurley ad in Japan—and that same relentless “show up” streak later powered neighborhoods during Hurricane Sandy. James Atkin, now VP of Marketing at Nomatic, takes us through the kinetic path from 90s skate grime to global brand building, showing how falling down (and getting up) becomes a lifelong operating system.
We trace the early St. George scene where mentors traded ten minutes on a real board for candy, to the golden era of skateboarding—Barcelona clips, magazine photos, and the wild night in Tokyo that nearly ended everything. When the recession hit, James eased off the throttle, went home to help family, and found his way into Goal Zero. What started as driving a van to Crankworx became writing product copy, DIY photography, and then a bold Hurricane Sandy response: a buy-one-give-one campaign and truckloads of portable power deployed with Team Rubicon. The result wasn’t just a sales spike; it was proof that empathy, innovation, and action can define a brand’s soul.
We fast-forward through post-acquisition lessons at Black Diamond and Topo Designs, COVID’s burnout and re-centering on family, and the leap to Nomatic. James breaks down why fixing ops beats flashy campaigns—shipping speeds, service times, and consistent experience—before amplifying creators like Peter McKinnon and Dude Perfect. He shares Nomatic’s next moves: approachable premium gear, creator-first credibility, and true omnichannel growth with camera stores, Best Buy, Dillard’s, a Costco SMU, and a unified Europe push. The playbook is refreshingly human: show up, listen hard, build real relationships, and keep momentum. That’s how you turn a travel bag into a community—and a career into a story worth replaying.
If this story refuels you, follow the show, share it with a friend who’s building something, and leave a review with your favorite moment—what will you show up for next?
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