IRVINE, Calif.: Hyperice, which boasts Virat Kohli as an athlete-investor and brand ambassador, announced Wednesday that Nike alum Andy Miguel has joined the global wellness brand as their new head of marketing.
In this role, Miguel will lead all of Hyperice’s go-to-market global strategy, partnerships, digital marketing, retail activations, brand experiences, public relations, media, brand, and content strategy.
Miguel spent nearly two decades with Nike, serving in multiple roles, most recently overseeing the iconic Jordan Brand as head of marketing.
“We are thrilled to add Andy Miguel to the leadership team at Hyperice. Andy’s laser-focused consumer marketing experience is exactly what we need to sustain our position as the authority on global high-performance wellness,” said Jim Huether, CEO of Hyperice. “Andy’s ability to always put the consumer first will be invaluable as we become further entrenched with our key audiences globally and help them understand the value in building proactive, healthy habits to move better throughout their lives.”
Prior to working on the Jordan Brand, Miguel oversaw marketing for the Kobe Bryant line, where he helped lead one of the largest brand turnarounds in sports and oversaw collaborations with Transformers (Hasbro), the Bruce Lee Foundation, and Aston Martin. Miguel led iconic marketing campaigns including Bryant’s first Nike commercial (Love me, Hate me), The Bryant and LeBron James-inspired Most Valuable Puppets commercial series, Black Mamba the Film, directed by Robert Rodriguez, and the Hyperdunk campaign which featured the 5-time champion and league MVP jumping over an Aston Martin. Additionally, Miguel created Nike VAULT, a shopping experience inspired by Bryant that was housed in the then-STAPLES Center (now Crypto.com Arena).
During his tenure at Nike, Miguel led marketing campaigns for 10 NBA All-Star Games, three Olympics, and five Super Bowls, and in addition to Michael Jordan and Kobe Bryant, signature shoe launches of LeBron James, Kevin Durant, Calvin Johnson Jr., and Zion Williamson, leading marketing efforts for Nike Training, Nike Basketball, and Nike Football.
“Hyperice is a brand I have been familiar with for a long time, from the early origin stories with Kobe Bryant being the first athlete to use the product on a professional sideline,” said Andy Miguel, Head of Marketing, Hyperice. “Kobe introduced me to Hyperice Founder Anthony Katz nearly 15 years ago, as he believed in the brand’s mission to support athletes by giving them a competitive edge. It is my honor to join the team as we look to help make improved movement and recovery a practice in every household.”
