Maximilian (Max) Stroomer

Partner Consumer Experience Innovation Lead, Nike, Amsterdam, The Netherlands
Bachelor of Business in in Advertising

It’s his job to keep a finger on the marketplace pulse, says Maximilian (Max) Stroomer who now works for Nike at the company’s European headquarters in Amsterdam where he is responsible for supporting the implementation of the growth strategy for Nike and JD Sports.

“My work focuses on understanding consumer shopping trends and new technologies, and how those may be commercially relevant for us to test, learn from and scale into our business. This role entails a level of entrepreneurial spirit that means that no two days are the same. It’s a constant learning opportunity, and when partnering with individuals and teams to test new ideas I often get access to incredible minds.”

Since first joining Nike, Max has had a number of achievements he is particularly proud of.

“One of the highlights for me was leading the first ‘metaverse’ execution alongside a Nike partner globally. As an extension of a new Air Max shoe launch, we partnered with Niantic Labs, creators of Pokémon GO, to launch a series of Nike-branded avatar items within the game experience. Avatar items were collectible at 300 store locations, through GPS and AR technology. We had 2.2 million consumers collect these all over Europe. Working with the Pokémon company was a dream come true for me.

“I’m also proud of leading the execution of our flagship store design and consumer experience; project managing the creative development, procurement, production and installation. These stores are situated in key retail trade zones across the globe – New York’s Time Square, the Champs Elysees in Paris and London’s Oxford Street. I’m proud to be at the forefront of retail experience design, as well as having a direct impact on the world’s busiest trade zones.”

Feeling well prepared
For Max, one of the very first steps towards the career he has now was enrolling in AUT’s Bachelor of Business.

“At my previous university, I sometimes struggled to see how old theories that we were taught applied to real-world practical scenarios. The lack of syllabus evolution made it feel outdated. I chose to transfer to AUT as I believed there was a clearer connection with technology and innovation, which in my case – as I was studying marketing and advertising – was highly relevant.”

Having some flexibility to fit his studies around the other aspects of his life was one of the things he appreciated most about his time at AUT.

“The level of flexibility offered at AUT was important to me. While I was studying, I was also working full-time for a media agency close to campus. Utilising that professional environment to reflect on lessons learnt at AUT was a phenomenal learning experience.”

Advice for other students
Max, who graduated from AUT in 2019, has some great advice for other students who are only at the start of their university journey.

“Career paths and life journeys can be very non-linear. Gain as much experience in areas of life that give you energy, including your studies, even if you may not see a clear career path yet.

“There will be a point when you connect the dots and find your purpose.”