Nike brings on Chobani's Herbert for innovation comms role

Herbert is reporting to Kate Meyers, senior director of global communications at Nike, the company confirmed. It did not disclose further information on Herbert's role.

BEAVERTON, OR: Nike has brought on Laura Herbert, previously director of PR for Chobani, to serve as director of global innovation communications.

Herbert is reporting to Kate Meyers, senior director of global communications at Nike, the company confirmed. It did not disclose further information on Herbert’s role.

She started at Nike earlier this month after working at Chobani for about a year and a half, according to Herbert’s LinkedIn profile. During her time at the yogurt company, she led all external communications, including media and influencer outreach, consumer marketing campaigns, product launches, domestic and international issues-management initiatives, and corporate and thought leadership efforts.

Herbert stayed at Chobani after a broad refocusing of its resources, which led to the departures of former CCO Nicki Briggs and several other in-house PR staffers.

Before Chobani, Herbert worked at Formula PR for more than a year and a half, serving as director of its lifestyle division, according to her LinkedIn profile. She also previously held comms roles at Maxwell PR and King Estate Winery.

Herbert could not be immediately reached for comment.

"[Herbert] was a great asset, and we thank her for all her contributions at Chobani," said Peter McGuinness, CMO of the yogurt brand. "We wish her the very best at Nike, a brand we very much admire."

During this summer’s World Cup, Nike gained attention from media and consumers for its #RiskEverything campaign, which kicked off with an animated short film of star soccer players such as Wayne Rooney and Cristiano Ronaldo.

The athletic brand’s campaign created so much buzz, 30% of consumers in the UK, US, and Brazil who watched the games thought Nike was officially associated with the tournament, even though it wasn’t, according to a study by GlobalWebIndex.

In its most recent quarterly earnings report, Nike reported that revenue from continuing operations rose 13% to $7.43 billion, excluding the impact of currency fluctuations, in the quarter ending May 31. Net income was $698 million in the period.

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