NetworkB, Brandwave’s live thought leadership and networking event series, returned for 2025 earlier this month, this time taking on the powerful theme of Brands Breaking Barriers in the sports, performance, and outdoor industries.
Held inside the stunning Wolverine Worldwide offices in Kings Cross, London, the afternoon brought together a vibrant mix of industry leaders, creatives, and community trailblazers from across the globe.
As always, it was a genuine pleasure to welcome such a dynamic group of people to this year’s event. The energy in the room was electric from the get-go, with attendees flying in from all over the world to be part of the conversation.
But, before anything, we kicked things off in true Brandwave style, with an urban hike led by the fantastic Carla. This gave everyone a chance to connect in motion and chat with new faces before settling in for an afternoon of insight and inspiration.
One of Brandwave’s core values is connection, and this event truly brought that to life. From global brands in tech, running and outdoors, to CEOs of major trade and consumer shows, media professionals, creatives, and community leaders – the room was buzzing with ideas and shared purpose.
Kerry Williams – Chief Marketing Officer at Sweaty Betty and Zoe Gooderham – Digital Marketing Executive EMEA at Merrell, offered a behind-the-scenes look at how their brands are championing inclusivity and relevance at every level.
Louise Balaam, the Director of Fundraising & Engagement at the Youth Adventure Trust, completed a panel expertly hosted by Jonathan Quint – Product & Marketing Director at Merrell, and reminded us of the powerful work they do in using the outdoors to empower vulnerable young people aged 11–16, helping them build resilience, develop confidence, and unlock their potential through a series of adventure-based experiences and long-term mentoring.
From building inclusive teams to launching campaigns with meaning, the speakers brought a wealth of perspectives and practical takeaways.
Key themes included:
People-first creativity: storytelling that’s rooted in lived experience.
Cultural leadership: how brands can lead, not follow, when it comes to meaningful change.
Cross-sector collaboration: the power of joining forces across different parts of the industry.
The Q&A saw great questions, fresh perspectives, and more than a few “we need to talk after this” moments.
As the afternoon rolled into evening, conversations flowed, connections deepened, and new collaborations were already taking shape. Events like NetworkB prove that the future of our industries lies in breaking barriers – together.
To everyone who joined us – whether you travelled across the city or across continents – thank you. Thank you too to Wolverine for opening their doors, to our speakers for their honesty and brilliance, to Carla for the energising hike, and to every single person who brought their spark to the room.
Here’s to continuing the conversation – and continuing to break new ground.
