Today we’d like to introduce you to John Campbell.
Hi John, we’d love for you to start by introducing yourself.
So that I don’t bury the lede, I am currently building my second startup Company. It is a social commerce platform and publishing network called CKTH.com aka CantKnockTheHustle.com. Per CKTH’s namesake, I believe that fiery passion, unfailing determination, and Real McCoy hustle are the backbone of our nation.
But I digress.
As to how I got here:
In 2005, I started my first Company when I was 25 years old. It was a golden age of sorts – before iPhones, Facebook, and the 2008 financial crisis. Movies like Wedding Crashers and Anchorman were what people most often quoted amongst friends, or so it seemed.
My previous Company started via a telephone call to the Yamamoto Corporation in Osaka, Japan. With them, I pioneered the use of a unique limestone-based rubber: This material is 98% water impermeable compared to the standard 65% offered by traditional neoprene (Hence, the newfangled material we developed is lighter, warmer, longer-lasting, and kinder to mother nature).
As a result of this relationship with the Yamamoto Corporation, my go-to-market strategy was a functionally-superior surfing wetsuit – because at the time most surf wetsuits were anything but functional.
This being said, I didn’t start my old Company to become a “Big Kahuna” on the beach (although going to the beach is one of the best things in life).
Instead, it was because I had a vision for communicating something different to the world. As abstract as it may sound, I believed that I could create a content platform via a functionally superior wetsuit offering.
To be clear, the wetsuit offering part of it all was incredibly hard work and didn’t happen overnight — or in theory via a sketchbook. The actual product development — and continual improvement thereof — was 100% from the constant feedback of customers and most importantly via the specialized skills of people working at the factory level. Big respect and much love to all of them, as there are too many people to thank.
Though that previous Company’s product range matured slowly, it was inspiring to see the ethos, messaging, and aesthetic that I architected immediately capture the interest of a unique group of worldwide customers. In its totality, because of how my brand’s authentic and original approach made people feel, I witnessed the transformation of a startup company into a global performance lifestyle brand sold across 50+ countries with licensed relationships.
During my 13+ year tenure there, my collaborations with industry executives at leading CPG companies included: Loro Piana, Nike, Burton, Net-A-Porter, CWD Saddles, Ralph Lauren, James Perse, Snow Peak, and Retrosuperfuture in Milan.
Along the way, I was invited to speak at Nike, Wieden+Kennedy, Zappos’ Speaker Series in Las Vegas, and the 2016 Maine Startup Week in Portland, Maine.
While I loved almost every minute of my first Company, the experience of being a Founder oftentimes felt like being alone at sea. On this note, growing a new business is like building a ship – while sailing it – through heavy headwinds and aggressive surf.
If you’re doing something right, you might be lucky enough to have some pirates attempting to raid your vessel. If you’re at sea for too long, your crew will undoubtedly become restless. Either way, similar to playing football or making art, my first startup taught me to take the good, the bad and the ugly in stride.
Because the beatings can and will continue until the complaining stops. So, lean into it.
I am now fully exited from my first Company. In 2018, I elected to say goodbye – leaving my creation with a global audience and a category-leading product offering. Most importantly, I left my first Company in a profitable and debt-free position.
In any case, as to how I got started and got to where I am today – apologies while I turn back the page a bit further.
I was born in San Diego, CA — where I was raised at the intersection of Sports, Art and doing my homework. For the record, I was a massive San Diego Chargers fan since as long as I can remember. However, like cutting off ties after a bad breakup, I have been a free agent regarding my NFL allegiances ever since my beloved Bolts moved to Los Angeles.
But I digress…
Like a lot of young kids in the 1980’s, I preferred Spiderman’s ninja-esque skills over those of the other superheroes. I religiously watched Magnum P.I. and CHiP’s on television (special shout out to Erik Estrada aka “Ponch”). And Top Gun was — and still is — my favorite movie.
However, per my comments above about the intersection of Sports and Art, I absolutely loved envisioning things — and then bringing them to life. And this still holds true for what I do today at CKTH.
As a kid, I would paint or draw a lot outside. Oftentimes with my trusty Golden Retriever, Ben. If the weather was poor, I would create small cities inside — on top of a big door that was resting on cinder blocks. These homemade cities always consisted of wood blocks, Legos and Lincoln Logs. My small cadre of G.I. Joe’s were typically the city’s main inhabitants.
As I got older, sports began to play a more prominent role in my day-to-day point of view. I attribute early-day ESPN and my baseball card collection to giving me a keen appreciation for the players that had real “swag.” Daryl Strawberry stand up!
When I was 9 years old, my father signed me up for Pop Warner Football. At the time, Randal Cunningham, the fleet-footed quarterback for the Philadelphia Eagles, was my favorite player. And I was determined to replicate my game — and my swag — after his.
From his facemask to his double wristbands to his number 12 and actual moves on the field, I swore that I was Randal. It also helped that I was basically the fastest player in most games.
Accordingly, by the end of my first season playing tackle football, my San Dieguito Cougars squad went undefeated. As the Team’s quarterback, I was hooked.
From that point forward, football became my outright passion. I am convinced that it also unlocked the powers of the universe – in terms of bringing other passionate football players into my midst: From the late, great Junior Seau to Heisman Trophy Winner Rashaan Salaam, to the current GM of the San Francisco 49ers, John Lynch. I have been blessed to have real relationships with some serious gridiron legends.
And while my football playing career ended after my sophomore year at Dartmouth College, the key takeaway here is that artmaking, playing football and entrepreneurship are all a unique combination of skill and dogged tenacity.
As for CKTH, my Team and I are developing a platform for culturally diverse and philosophically aligned Artists, Athletes, Advocates and Leaders.
We curate, create and publish content.
We design and develop premium multisport products via XIIIG.
And because continued education builds better communities, we offer a unique curriculum via CKTH.Org.
Like always, my Team and I at CKTH aim to work hard, play strong and keep it moving like Ad Meliora means onto better things.
While attending Dartmouth College, I lived in Siena, Italy on a language study program. I lived in New York City while working for Charles Barkley’s agent at IMG. And I later lived in Los Angeles while working for Deutsch Advertising. All of these experiences taught me the value of great communication. In other words, I came to appreciate that it’s not only what you say – it’s also how you say it.
Presentation matters.
Prior to graduating, I was asked by Dartmouth to be the Reverend Al Sharpton’s official campus tour guide. For a day I cruised around campus with Al and his entourage. I’ve never been much into politics, but I respected his ability to tell a story.
After graduating, I worked at a fintech startup chaired by Alex “Pete” Hart, the former CEO of MasterCard International. In that role, I was fortunate to live and work in Johannesburg, South Africa for nearly six months. On the job, I also learned how to raise capital – a critical component these days in any entrepreneurial affair.
During my time with that fintech business, while attending an event at the NBA All-Star Weekend’s Technology Summit in 2004, I was asked to be a freelance writer by ESPN President John Skipper — who then introduced me to the legendary sportswriter and editor John Papanek.
For the next 3 years, I pitched concepts across editorial staffs for ESPN the Magazine and ESPN.com. My primary focus was the NFL, the NBA, and the intersection of Sports and Culture.
During this time, I also regularly contributed to KING Magazine — including a feature article about my childhood best friend and Heisman Trophy Winner, Rashaan Salaam.
The phrase love conquers, or Amor Vincit is akin to Can’t Knock The Hustle. In other words: don’t view someone’s “hustle” with hate.
Like it or not, true hustle is like gravity: It simply is what it is.
Additionally, to be clear, the word “hustle” has been somewhat abused as of late. We need to hear less about self-perceived influencers — and more about the Authors, the Artists, the Teachers, the Doctors, the Nurses, the PhD’s and the real-deal workers that make our communities shine.
Good leadership is worth a follow.
And days are long but years are short.
In the early goings of the last century, both sides of my Irish and Italian clans became “American” via Ellis Island.
Decades later, our household adopted the ideals that JFK represents: That Families rise, the “American Dream” exists and it’s everyone’s responsibility to do their homework and ultimately make their community a better place (Bootleggers or not, those Kennedys lived with style and exuded grace under pressure).
Within these ideals, how to make it in America has a blueprint. The fruits of working hard, loving life, and giving thanks transcend platitudes.
Similar to the days of Ellis Island, new generations across the globe today are adopting a different Hustle and Flow. The Eat, the Pray, and the Love will come later.
So have an ethos, get involved, make good art, and keep it moving from the Declaration of Independence to JFK’s last day in Dallas: Manifest destiny, kid.
Whether you’re paying your bills or just getting by, living with your parents or buying a second home, everyone is entitled to dream big and want more than the obvious script. And the most surefire way to live your desired story is to keep writing it.
As an organization, CKTH is geared to have fun, to work hard, and to live and love life to the fullest. That’s the plan.
However, CKTH is also built in the spirit of Mike Tyson’s quote: “Everyone has a plan until they get punched in the mouth.” Been there, done that. Got the T-shirt. Onto the next one.
Like in 1941, 2001, or in 2008, another new normal is upon us.
Post-COVID-19, people today are forced to go all-in with no other recourse but to be results-minded. That’s the way it is for CKTH and for every organization — including our perfectly imperfect nation and beyond.
Above points considered, for this new Company, it’s like John Paul Jones said, “we’ve only just begun to fight.”
In America’s case, we’re around 247 years old and counting — and I think it’s safe to say that we’re just beginning to understand the realities that Mother Nature has thrust upon us.
American or not, everyone needs to adapt to navigating this brave new world. Today’s rate of change is too swift for containment and too bold for ivory-tower stewardship.
In closing: Today, like the waking present every day, is the most important moment of your life.
Keep doing your homework. Keep wearing sunscreen. Have a cocktail if you like and smoke if you got ‘em.
In the spirit of CKTH and young hustlers everywhere, let’s proudly make the most of it.
We’ve been impressed with CKTH, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
As for CKTH, my Team and I are developing a platform for culturally diverse and philosophically aligned Artists, Athletes, Advocates, and Leaders.
We curate, create and publish content.
We design and develop premium multisport products via XIIIG.
And because continued education builds better communities, we offer a unique curriculum via CKTH.Org.
Like always, my Team and I at CKTH aim to work hard, play strong and keep it moving like Ad Meliora means onto better things.
As an organization, CKTH is geared to have fun, to work hard, and to live and love life to the fullest. That’s the plan.
However, CKTH is also built in the spirit of Mike Tyson’s quote: “Everyone has a plan until they get punched in the mouth.”
In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
From a platform standpoint, I am a big advocate building technology that makes people better people to each other.
From a product development perspective, more people will demand quality from what they purchase. It lasts longer and is kinder to Mother Nature.
And from a content point-of-view, there is so much of it out there nowadays that audiences are finally asking themselves — will this teach me anything or make me feel better when I am done watching it?
Overall, the biggest shift that I anticipate is governments, businesses, and consumers being forced to align themselves, whether they like it or not.
Education — or the lack thereof — is basically our biggest common enemy. So, let’s love each other enough to educate each other.
Contact Info:
- Website: https://ckth.com/
- Instagram: @akackth
- Facebook: https://www.facebook.com/akackth/
- Twitter: https://twitter.com/akackth
- Youtube: https://www.youtube.com/channel/UCeQUDdmT5sxKMZg-54AZFfA
- Other: https://www.instagram.com/akackth/
Image Credits
John Vincent Campbell
CKTH, Inc.
