I recently went one on one with longtime apparel executive Jim Stroesser. Jim is the founder and CEO of Cali Strong, a consumer-direct, ultra-exclusive sports brand producing apparel, footwear, equipment and accessories,  and was an Owner/Partner with Converse during the initial purchase from bankruptcy in 2001. Jim helped drive the business from $120 million to $285 million and was instrumental in its sale to Nike for $305 million in 2003.  Jim has held senior management positions at Nike, Quiksilver, Oakley, LA Gear, Pony, Adio and more and board of director positions, including on SDSI, which mentors companies and assists with capital raises.

Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks or challenges have been most instrumental to your growth?

Jim:  I grew up in a great family from Omaha, NE but knew I needed to travel the world and move to California.  After attending college to be a teacher/coach at the University of Nebraska and graduate school at the University of Arizona I moved to San Diego for the first time in 1985.  I paid my way through school by working in sports-related businesses and always had the entrepreneurial spirit that just wanted to travel.  I painted addresses on curbs door-to-door in 40 states while attending college which satisfied my need to travel, have fun and make money at the same time.  An example of a setback:  I took a bicycle trip with my best friend from Miami to Philadelphia and then across the country to the Midwest.  After four weeks together we separated in the Outer Banks of North Carolina.  I was alone on my bike, depressed in Norfolk, VI with no money to get back to Arizona for my last year of school so I started painting curbs with a broken attitude but somehow started clicking.  I was down but not out.  I made $400 in three days in Norfolk while staying at the local Catholic church then finished my journey all the way to Jefferson City, MO then returned to school.

My first real job was an entry-level Tech Rep at New Balance Athletic Shoes based in Dallas, TX traveling six states.  I wanted to live in San Diego but was willing to do anything to get my start in the sports business so I moved east.  Kaepa Athletic Shoes was my ticket back to the West Coast where I started as a Promotional Rep working with influencers in Hollywood, aerobic studios and tennis clubs before getting promoted to sales, where I excelled.  

My career went to another level when I was hired as a Sales Representative for the hottest company in the sports industry, LA Gear.  I was promoted 5 times in 7 years in sales management, including a 2-year stint in NYC handling the number one retailer in the world, Foot Locker, which changed my path forever. After successfully turning around the Foot Locker accounts, I was named the youngest National Sales Director in the athletic shoe industry with a tier-one brand.

In 1996 I joined Nike as a senior executive to either become the future CEO or to learn everything I could about the largest and best sports brand in the industry.  We had an amazing run for 4 years as the company grew from $4.7 billion to $8.8 billion and I was promoted three times.

In 1999 I joined Oakley as a senior executive to return back to California and to help Founder Jim Jannard build a “World Brand” by building out footwear, apparel, watches and accessories.  I revamped the U.S. business and our sales went through the roof and the stock went from $5 to $26.  

Life was great in Orange County with a successful Oakley business and my family living 10 minutes away but my biggest career challenge came when I joined Infinity Associates to acquire Converse from bankruptcy in 2001.  Even while commuting cross-country from LA to Boston every week, we revamped every single aspect of the iconic sports brand and the market followed us.  The brand went from number 16 in the market to number 7 in less than 3 years.  The brand was purchased for $98 million and sold to Nike for $305 to become the merger and acquisition of the year.  It was the biggest challenge of my life but once we successfully sold the company I left Nike for the second time.

After experiencing life as a brand owner it changed my perspective on business.  I had great roles as the GM and CEO of Quiksilver, Pony, Adio and Bob Marley but I was destined to buy a brand or start one from scratch.  Cali Strong was started with the knowledge from many of the best brands in the world.  We are the David versus Goliath story but we have a great slingshot.

Adam: How did you come up with your different business ideas? What advice do you have for others on how to come up with great ideas?

Jim: Running your own business is hard.  Make sure you live where you want and do what you love.  I’ve moved to San Diego five different times because companies always gave me opportunities to build my career.  Cali Strong allowed me to live in my happy place and work in an industry that I love with people that I like.  Do what you love and it won’t feel like work.

Adam: How did you know your business ideas were worth pursuing? What advice do you have on how to best test a business idea?

Jim: Let your imagination run wild to come up with ideas for business but when it comes down to execution and money test out the idea to see if the market likes it.  See if the dog likes the dog food before jumping in with both feet.  We had a store inside the Navy base that we could test our Cali Strong concept before rolling it out.  ‘Money always matters’.  You can’t fall in love with your own marketing campaign; the market will tell you if you're successful.

Adam: What are the key steps you have taken to grow your businesses? What advice do you have for others on how to take their businesses to the next level?

Jim: Take it one step at a time.  We funded our business ourselves to test the concept and it worked.  People took notice and wanted to join us so we brought in friends and family investors which took the brand to a higher level.  We have successfully built a small company with a big brand presence and will be looking at the next steps of growth and financing.  

Talk to others who have done it before to help you navigate the path.

Adam: What are your best sales and marketing tips?

Jim: Trust your instincts then verify the results.

Workout every day - helps you produce better results in any field.

Hunters vs. Farmers Speech - I have people today asking about this speech given at Converse in 2001.  It was about a mentality for the company.  We cannot sit back and wait for the rain to happen, we needed to hunt and kill every day to produce the results that we did.   When you have ultra-competitive people around you we needed to motivate the motivated.  The results were outstanding.

Whatever you do, keep showing up. It’s 50% of the battle.

Adam: In your experience, what are the defining qualities of an effective leader? How can leaders and aspiring leaders take their leadership skills to the next level?

Jim: I have experienced many types of leaders.  There are many styles of leadership but I like to lead by example.  The team will play at the pace of the leader.  I approach everything like a teacher/coach.  The best leaders are those who attract talent, develop their skills, communicate and hold everyone accountable.  I surround myself with people better than me and let go of the teammates that can’t keep up.  At Converse, I fired the entire 45 person staff on day one and replaced them with all-stars.  People want to play on winning teams and want to compete to be the best.  Sometimes that means some people need to be let go.  

Adam: What is your best advice on building, leading and managing teams?

Jim: Hire great people, teach them your philosophy and let them do their jobs.

Adam: What are your three best tips applicable to entrepreneurs, executives and civic leaders?

Jim:

1.  Be yourself

2.. Outwork everyone

3.  Inspire greatness

Adam: What is the single best piece of advice you have ever received?

Jim: My Dad: “Get an education and it will change your life.”

Do what you love and it will never feel like work.