Work with Nicole

Brand and product marketing strategy for performance and lifestyle brands.

Some brands lose the consumer story inside the technology. Others watch their best products get diluted without a framework to protect them. And sometimes the concept is solid but the teams can't get aligned to bring it to market.

I'm Nicole Mills. Over 15 years at adidas I led global brand and product strategy by understanding consumers and market trends — creating product concept strategy and direction, naming systems, innovation narratives and go-to-market across six business units. I'm a former US National Mountain Bike Champion. I've always been drawn to where creativity and process intersect, which is what led me to build an AI naming tool at adidas that cut concept-to-market timelines by 30%. That same curiosity is now central to how I help brands work smarter.

What I Do

Brand and Naming Systems I build naming frameworks and positioning systems that scale across categories and protect the equity you've built.

Innovation Narrative I translate what your product does into why a consumer or athlete cares. From brief to launch story to sell-in narrative.

GTM Alignment I work across product, creative, commercial and marketing teams to close the gap between concept and shelf.

AI Workflow Integration I've built AI tools inside brand workflows, not just used them. I help teams integrate AI without losing creative quality.

I started Rabbit Hole Strategy because these problems are solvable. And I know how to solve them.

How We Can Work Together

Project sprints. Retainer relationships. Embedded fractional leadership. Scope is set around your problem,
not a standard package.

Let's figure out where you're stuck. rabbitholestrategy@gmail.com