Knowledge at Wharton Wharton Marketing Matters Highlight: Founder of Youth Logic | Wilson Sporting Goods Head of Global Brand Partnerships and Collaborations
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Aug 21, 2025 David Picioski leads Global Brand Partnerships at Wilson Sporting Goods, where he shares insights on navigating sports collaborations, including partnerships with the NBA and the role of star athletes in expanding visibility. Connor Blakley, founder of Youth Logic, discusses reaching Gen Z effectively, the importance of understanding youth culture, and the missteps brands commonly make. They dive into Gen Z's consumption habits, the shift towards meaningful content, and Wilson's innovative approach to basketball design.
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Humble Beginnings Built Credibility
- Connor Blakely started YouthLogic at 15 by biking to local businesses and offering free social media help to build case studies.
- He used his age as leverage to position himself as a Gen Z authority and land larger brand opportunities.
Gen Z Is Deeply Fragmented
- Gen Z is highly heterogeneous with many subcultures driven by broad access to information and niche interests.
- Connor says understanding those subcultures requires insiders from the generation to translate culture for brands.
Meet Gen Z With Consistent Authenticity
- Do meet Gen Z where they are and be consistent and authentic across touchpoints.
- Pair marketing strategy with consultancy to ensure cultural resonance and steady messaging.