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Protecting the Story | Kevin Spreekmeester on Canada Goose, Creativity & Connection
06/20/2026
Protecting the Story | Kevin Spreekmeester on Canada Goose, Creativity & Connection
Protecting the Story | Kevin Spreekmeester on Canada Goose, Creativity & Connection In this episode of In the Making, Michele Mauviel speaks with Kevin Spreekmeester — storyteller, photographer, writer, and former Chief Marketing Officer of Canada Goose. Kevin’s creative life has moved through photojournalism, advertising, travel writing, brand-building, and advisory work. Across all of it, the through-line has been story: finding what feels true, protecting it, and helping people connect with it. The conversation explores Kevin’s years helping shape the Canada Goose brand during a period of major global growth, and what it means to protect a story as it becomes bigger, louder, and more visible. He reflects on authenticity, creative judgment, brand integrity, and why growth can create pressure to dilute the very thing people connected with in the first place. Michele and Kevin also talk about creative life after Canada Goose, the strange absence of “have to” in retirement, returning to photojournalism, and the places that continue to shape him — Pond Inlet, Churchill, Amsterdam, London, and the Canadian North. At its heart, this is a conversation about story, place, memory, purpose, and connection.
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