#90: What Marketers Can Learn from StockX (and Its Sneakerhead Hype Machine) | StockX CMO Nicholas Karrat
Update: 2025-06-23
Description
Not every brand explodes. Some rise slowly, and win big.
In this episode, Jason talks with Nicholas Karrat, CMO of StockX, about the Soul & Science of marketplace models—and what it takes to build brand trust, cultural relevance, and business performance at the same time. A veteran marketer with experience across Fortune 100 companies and DTC startups, Nick has held leadership roles at AT&T, Citibank, Plated, Boll & Branch, and Tommy John. Now at the helm of marketing for StockX, he’s focused on staying true to the brand’s core while expanding its reach.
Key Takeaways:
✅ Every channel is both brand and performance—the only difference is timing.
✅ Scarcity still drives urgency, but discovery starts earlier than ever.
✅ Trust and authentic storytelling beat polish when you’re building for the culture.
✅ For trend-driven products, TikTok fuels demand in real time.
✅ Great CMOs trust their instincts and adapt with the people on their team.
Memorable Moments:
💡 “Everything we do is brand and everything we do is performance, whether you like it or not.”
💡 “Now you know” isn’t just a tagline. It’s how culture spreads.
💡 “People and vision beat category and paycheck. Every time.”
Brought to you by Mekanism.
In this episode, Jason talks with Nicholas Karrat, CMO of StockX, about the Soul & Science of marketplace models—and what it takes to build brand trust, cultural relevance, and business performance at the same time. A veteran marketer with experience across Fortune 100 companies and DTC startups, Nick has held leadership roles at AT&T, Citibank, Plated, Boll & Branch, and Tommy John. Now at the helm of marketing for StockX, he’s focused on staying true to the brand’s core while expanding its reach.
Key Takeaways:
✅ Every channel is both brand and performance—the only difference is timing.
✅ Scarcity still drives urgency, but discovery starts earlier than ever.
✅ Trust and authentic storytelling beat polish when you’re building for the culture.
✅ For trend-driven products, TikTok fuels demand in real time.
✅ Great CMOs trust their instincts and adapt with the people on their team.
Memorable Moments:
💡 “Everything we do is brand and everything we do is performance, whether you like it or not.”
💡 “Now you know” isn’t just a tagline. It’s how culture spreads.
💡 “People and vision beat category and paycheck. Every time.”
Brought to you by Mekanism.
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