Jo Taylor is a strategist and cultural operator working at the intersection of sport, fashion, culture and storytelling. Over a 17-year career at Nike, she helped shape how the brand connects performance with culture - from global campaigns and Olympic moments to pioneering work in women’s sport, collaboration and community.

Now leading her own venture, Glow Inc, Jo continues that work by helping brands, institutions, and creatives rethink how sport can expand into new audiences, new expressions and new cultural relevance.

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Our conversation explores how sport has evolved from a performance-led discipline into a broader cultural platform - one shaped as much by identity, storytelling and self-expression as by results. Jo reflects on her time at Nike during a period of rapid change, where ideas were prioritised over functions and where sport began to merge more visibly with fashion, creativity and community.

From athlete identity and the role of femininity in performance, to the future of collaboration, British fashion and global cultural ecosystems, we talked about past experiences and future possibilities - particularly around how new audiences, especially women, will reshape what sport looks and feels like in the years ahead.

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What stood out for us is Jo’s consistent focus on expansion over comparison, asking what becomes possible when you widen the frame.

There’s a clarity in how she approaches ideas: start with the future you want to create, define the space and then find the right partners to build it - rather than beginning with names or surface-level collaboration. For us it was a reminder that the most interesting work doesn’t come from reacting to culture, but from actively shaping where it goes next.

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