IRVINE, Calif.--(BUSINESS WIRE)--Today, Hyperice, a global high-performance wellness brand, announced that Andy Miguel has joined the company 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. During his time with Jordan Brand, the Woodland, Calif., native helped to revitalize the brand and create deep, meaningful connections with the Gen Z consumer base by introducing and inspiring the irreverence, fearlessness, and greatness of what Michael Jordan represents. Under Miguel’s leadership, Jordan Brand relaunched its women’s line, elevated its support of the African American community through its UNITE campaign, and created innovative collaborations beyond basketball with the likes of Marvel (Air Jordan 1 Spider-Verse), Off-White, Union Los Angeles, and Travis Scott.
“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 one-of-a-kind 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.”
Hyperice is a technology-driven company with a giant mission, to help everyone on Earth move and live better. For more than a decade, Hyperice has led a global movement at the confluence of recovery and wellness, specializing in percussion (Hypervolt line), dynamic air compression (Normatec line), vibration (Vyper and Hypersphere lines), thermal technology (Venom line), mind technology (Core by Hyperice) and contrast therapy (Hyperice X). Now, as a holistic high-performance wellness brand, Hyperice is designed for all - from the most elite athletes, leagues, and teams to consumers everywhere looking to unlock the best version of themselves to help them do what they love, more. Recognized as one of Fast Company’s Most Innovative Companies, Hyperice has applied its technology and know-how to industries including fitness, hospitality, healthcare, massage, physical therapy, sports performance, and workplace wellness on a global scale. Hyperice’s transformative acquisitions of Normatec, RecoverX, and Core have helped to accelerate its innovation agenda as it enters its next stage of global growth. For more information, visit the newly redesigned hyperice.com.