Motion-blurred figure mid-stride against a pale ground · editorial sport image.

Field Reference

Collab and partnership strategy
for sport and outdoor brands.

Independent strategy and creative consultancy working across sport, lifestyle and culture.

EuropeIndependent15+ years brand side

01 / Selected work

Selected projects · 2024/26

KEEN · community coastal walk, technical outerwear.
01KEEN

Cultural relevance for an outdoor brand, built through community.

StrategyCommunityActivation
View project
Axel Arigato · retail concept space.
02Axel Arigato

A community playbook for a premium sneaker brand, from workshop to boardroom in four weeks.

CommunityConsumer profilingBrand guardrails
View project
PUMA Mostro · Paris storefront activation.
03PUMA Mostro

A four-day Paris Fashion Week takeover for PUMA's Mostro.

Franchise strategyCultural positioningPartnerships
View project
Timberland 6-inch and Field Boot on real terrain.
04Timberland

Taking an icon off the pavement, back into the field.

CreativeProductionStrategy
View project
Adidas Five Ten Guide Tennie GTX on the rock.
05Adidas / Five Ten

Forty years of climbing heritage, back on the rock.

CreativeProductionStrategy
View project
View the full index

02 / Approach

From figuring out where to play to making it happen.

Five ways of working, one question behind all of them.

  1. 01

    Strategy

    Where should the brand play, and why?

  2. 02

    Ideas

    Concepts worth bringing into the world.

  3. 03

    Partnerships

    Finding the right people, platforms and collaborators.

  4. 04

    Activation

    Turning strategy into real-world relevance.

  5. 05

    Special projects

    The briefs that don't fit into boxes.

Does it make sense for the brand, and for the people it wants to connect with?

03 / Index

Selected clients
& collaborators

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04 / Contact

Have something interesting to build? Let's talk.

laurent@field-reference.com LinkedIn Instagram