Erica Allen Studio
As someone who has been helping grow women’s sports for decades, Julie Jatlow is loving the growth and recognition in that space over the past few years.
Jatlow, partner and owner of the youth culture and sports marketing agency Fuse, works with a long list of brands, properties and athletes to help them navigate the intricacies of marketing to younger consumers. Clients include TikTok, Dick’s Sporting Goods, Nike and PepsiCo that activate across men’s and women’s sports.
In recent months, Fuse has played a central role in activating PepsiCo’s new lemon-lime drink, Starry, after the beverage giant launched the product earlier this year. The Vermont-based agency also has been a leader in the action sports space.
Jatlow has been impressed with how women’s sports is exploding in popularity, with recent highlights like the LSU-Iowa NCAA women’s basketball championship — the most-watched women’s college basketball game ever — and the Nebraska volleyball team bringing out over 90,000 fans to watch them play.
“I was just watching the U.S. Open when they had Billie Jean King and Michelle Obama coming out to celebrate 50 years of equitable pay, and I love it,” Jatlow said. “At Fuse, we have been a part of this for so long — sponsoring athletes for 25-plus years and we’ve been working with all kinds of women’s sports.”
She added: “So while it’s hot right now and I love all the progression and am thankful for all the work everyone is doing, we’ve been doing it for a long time. I’m just excited for women’s sports in general and that people are starting to catch up.” — Adam Stern
Julie Jatlow
Partner and Co-Owner, Fuse
Born: Washington, D.C.
Education: University of Wisconsin, Madison, B.A., culture, anthropology, women’s studies, communications
Family: Spouse, Jeff Wise; children, Ryder (16) and Rex (13)
More about Julie
Something that instantly makes my day better: Coffee!
Advice to my younger self: Push the symbolic restart button to give yourself a fresh start. When you celebrate a win, push the button and do it again. When you have a loss, push the button and keep going.
If I did not work in sports, I would be in … : Race car driving. Wait — that’s a sport.
Biggest career risk: Snowboarding in the backcountry of Alaska with Shaun White and Hannah Teter for a Mountain Dew shoot. It was a risk that I would do again and again!
I wish I’d known at my career’s start: Everyone can be a game changer! Something I tell new employees on their first day at Fuse is that leadership can come from anywhere within the company. Having that support to exercise voice, develop fresh ideas, and put them into action is empowering and can lead to new skills and ownership.
