Joe Middleton, former President of Levi’s Europe and CEO of Canterbury, shares his journey from sports enthusiast to apparel industry veteran. We discuss his new venture, Pulco Studios, a premium paddle wear brand addressing the sport’s unique challenges. Joe reveals insights on crafting brand culture, innovating with fabrics, and navigating intergenerational markets. We explore Pulco’s global expansion strategy and the addictive nature of paddle. Joe offers a fresh perspective on blending sports heritage with fashion-forward thinking, aiming to define paddle’s distinct look and feel. The conversation touches on distribution strategies, product innovation, and the exciting frontier of this rapidly growing sport.
