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

Field Reference

Strategy for brands
that want to matter
in culture.

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 strategy for a premium sneaker brand — 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
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

Filter —

04 / Contact

Have something interesting to build? Let's talk.

laurent@field-reference.com LinkedIn Instagram