In this episode of Creative Ambiance, we sit down with Paulina Lopez, Director of Marketing at Foot Locker, to talk about cultural storytelling, experiential marketing, and building community through brand activations. Born and raised in Mexico City with Lebanese and Italian roots, Paulina brings a unique cultural lens to her work, blending storytelling with business strategy and leading some of the most impactful community-driven campaigns in retail, sports, and lifestyle. We dive deep into: - The psychology behind why people connect with brands like Jordan - The difference between showing up in culture vs. being of the culture - What it’s like to lead as a woman in a male-dominated industry - Foot Locker’s role in sneaker culture & community - Advice for young creatives and marketers breaking into the industry If you’ve ever wondered how the biggest brands stay relevant, authentic, and connected to culture, this conversation is packed with insights. 0:00 Intro 1:30 Confidence 6:00 Cultural Influences 12:00 Figuring It Out 16:00 Recognizing Your Differences 18:00 Controlling How You Show Up 21:30 Why Marketing? 25:00 Balancing Business & Community 29:00 Driving Culture 34:30 Marketing Successes & Failures 38:00 Reflecting on Experiences 50:00 Woman in Retail/Sports 58:00 Being Undervalued 1:03:00 Relationship Building 1:11:00 Breaking Into Sports, Marketing, etc. 1:14:00 The Power of Following Up 1:18:00 Using Your Resources 1:23:00 Paulina’s Philosophy 1:25:30 Underrepresented Groups SUBSCRIBE.