Check out this interview we did with Todd Ballard, the Director of Sports Marketing at GoPro. If you want to learn about they key to GoPro’s marketing success, this is an interview you will definitely want to watch. This video highlights what it takes to truly create a fearless brand from a thrill seeker’s pastime.

In less than a decade, GoPro has gone from selling its first camera to becoming the kleenex of its category, meaning they literally created and defined the space for wearable/mountable digital cameras.

Here’s some of the key takeaways from the interview:

0:48 Todd discusses the partnership GoPro has built with Red Bull, another cult brand. 3:15 Todd delves into the founding of GoPro and how the brand was created.

5:18 How GoPro utilizes crowd sourced content and what it means for the brand.

7:32 Todd speaks to the importance of authenticity in branding and marketing.

8:26 How GoPro manages to remain current and relevant in an ever-changing market.

We are not complacent, We are not comfortable. We continue to push the limits. (It’s about) not settling for what our product is today, but what it can become.


Todd Ballard is the Director of Sports Marketing at GoPro. For nearly two decades, Todd Ballard has orchestrated successful marketing and branding campaigns for corporate and endemic brands through the integration of purpose-driven initiatives that engage consumers in an authentic and credible voice. As the Director of Sports Marketing for GoPro, Ballard plays an instrumental role in aligning the brand with the world’s most elite sports properties and capturing content that inspires, immerses and engages audiences on a global scale.

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