Nukeproof Bikes

My time at Nukeproof was more fulfilling than I could of imagined. Joining the small team here in North America, I hit the ground running. Taking a brand more known in the UK for it’s association with Wiggle and Chain Reaction. Then building the brand to stand on it’s own two feet was a true challenge but an incredible pleasure. I fully leaned into an otherwise blank canvas for North America and let the brand really come into it’s own. Building everything from Digital and Print ads, to Emails and full on marketing campaigns. In my brief time at Nukeproof I built quite a lot and learned even more. Unfortunately at it’s height one of Nukeproof’s biggest investors pulled out a committed 20 something million dollars, dooming it as well as it’s sister company Vitus, in late 2023. Laying off hundreds of Employees over night. Me among them.

RIP Nukeproof you’ll be missed.