We speak to Barry Alexander, VP of Brand Marketing at Knixwear, a Canadian underwear brand that is proudly "Redefining Intimates".
Knix is a brand known for its award-winning dedication to inclusion. We asked Barry what steps a brand has to take to embrace community, diversity, and inclusion into their culture:
" It can't just be a tagline. It can't just be a message out there at an opportune time in the calendar and dependent on the conversation. It has to be every day, you really do have to reflect and make sure that it becomes part of your DNA."
About Barry Alexander
Barry is the VP Brand Marketing at Knix with nearly two decades of brand and marketing experience with a variety consumer and entertainment brands. Barry joined the leakproof underwear and wireless bras leader in 2021 where his talented team oversees brand, visual identity, content, and partnerships for Knix's growing portfolio of products. Prior to Knix, Barry held roles at consumer goods companies such as Iovate Health Sciences, Maple Leaf Foods, Molson Coors, and Kraft Heinz as well as with the Hamilton Tiger-Cats of the Canadian Football League.
Joanna Griffiths launched Knix with the goal of transforming an underwear market that had too much frill and not enough function. A trailblazer with the creation of Leakproof Underwear, she continues to focus on listening to what people want and bringing revolutionary solutions to life.
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