Alex Pellew

Lead Inventor

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aving spent his formative years at Nike heading up football marketing, Alex developed a hard-nosed philosophy of simplicity, experimentation and impact. He believes that game-changing ideas come from a clear and unerring focus on what will really make a difference, a willingness to push boundaries and learn, and the pragmatism that turns a good idea into growth.

Before joining ?What If!, Alex managed the Nike brand to sector dominance in football, developed their UK insight and innovation processes to put the consumer at the heart of the business and helped direct and implement the company's retail strategy. Prior to Nike he headed up the Adidas and John Smith's advertising accounts at TBWA\London, developing – among others – the legendary 'No Nonsense' campaign.

When he's not working, Alex organises local community sport events, which he has found demand as much (if not more) pragmatism and rigor than any innovation project.