
He started with architecture, a $500 car-wash idea and the nerve to learn in public. Nearly three decades later, Archrival is joining Havas Play without surrendering the Midwestern character that made it useful.
Dimitrios "Jimmy" Lessen is the Chief Merchandising Officer of SNIPES USA, appointed in February 2024. A 30-year veteran of the sneaker business, he built his career at Foot Locker in Europe and North America, running product strategy, buying, assortment planning and e-commerce before joining the German-founded, community-first streetwear retailer to lead its merchandising in the United States.

For more than a decade, Rodney Rambo has helped a century-old sneaker stay in the present tense. His method is unusually quiet for marketing: protect the icon, listen to the people wearing it, and know when the comments have become a chorus.