Alica Kroupa
Senior Manager Brand Creative at Nike
Driving progress through sport, youth and culture, Alica's experience spans strategy, concept development, visual identity and content creation.
Alica always strives to focus on driving brand innovation and authentic storytelling - both of which are central to her current role as Senior Manager Brand Creative at Nike.
Career & Background
What inspired you to do what you are doing now?
I believe in the power of sport to move the world forward.
Could you tell us a bit about your professional background?
I have spent 15+ years working across creative agencies and in-house at MTV and Nike always with a relentless focus on youth x culture. I’m passionate about making work that drives change and makes a positive impact in our cities.
Your favourite food for thought
Books
- Start with Why – Simon Sinek
- Mindset – Dr. Carol S Dweck
- The Alchemist – Paolo Coello
Podcasts / Thought Leaders
- Dr. Alison Wood Brooks
- Rick Rubin
- Mark Ritson
What drives and inspires you
What are your core values?
- Authenticity
- Courage
- Diversity
Who is your biggest inspiration and why?
Rick Rubin because he listens deeply, not just to the music but to the artist. He doesn’t impose his sound; he helps artists find theirs. He creates an environment where artists feel safe to experiment, be vulnerable, and tap into their truest expression. He also has incredible talent for identifying what’s core to a song or an artist’s vision and ruthlessly cutting away anything that distracts from it and his unconventional production choices that often become signature elements.
You as a Mentor
Why have you decided to become a mentor?
I’m passionate about empowering others to achieve their full potential. I believe everyone has unique talents and aspirations and sometimes all it takes is a little guidance, encouragement and belief from someone who’s been there. I’m also looking forward to learning on this journey, too.
Ready to apply?
The best time is right now. Take a chance – you never know where an Assisterhood mentor can take you.