Celebrating Deckers’ 50th year as a company, we proudly acknowledge the individuals who embody our core values, as they are the driving force behind our success. Adam Druckman stands out as an exceptional example of such greatness, having dedicated an impressive 30 years to Deckers Brands. His unwavering commitment, unmatched dedication, and passionate spirit have not only propelled his personal achievements but have also significantly influenced the fabric and triumphs of our organization. Join us as we delve into Adam’s remarkable journey, gain insights from his invaluable experience, and celebrate his outstanding contributions that have helped shape an exceptional legacy at Deckers Brands. Together, we prove that great people are the cornerstone of a truly remarkable company.
Adam, congratulations on reaching your 30th year at Deckers! It’s truly an incredible milestone. Looking back, how has your journey at Deckers transformed you both personally and professionally?
On a personal level, my tenure at Deckers has impacted me profoundly. I met my amazing wife at Deckers, and we now have two incredible children. My list of lifelong friendships resulting from my journey at Deckers is dizzying, and my business travels have taken me from Bali Indonesia to Bern Switzerland, and countless places in between. Professionally, Deckers allowed me to find my calling, what a college professor of mine termed, a “charismatic vocation.” As a kid, my dad always told me to make my living doing what I enjoyed because I was going to do a lot of it. Hindsight, his words are extremely wise. Deckers has been a vehicle that allowed me to do what I love. The last 30 years have felt more like a calling rather than a job and I feel incredibly blessed and grateful.
Starting as a Tech Rep for Teva, you’ve come a long way to now leading corporate events like the Deckers annual party and managing the Deckers Production House studio. How do you feel about this progression, and what lessons have you learned along the way?
I started at Deckers after spending 13 years working as a Grand Canyon River Guide. It is my guiding experience that taught me about event planning. My river time trained me to be self-reliant, but team oriented and to always approach my work with a service heart. Taking on the role of the original tech rep for Teva was relatively easy. I exchanged living on a raft for living in a van. I traded river time for highway time. I often refer to my 16 years with the Teva brand as the years I lived in my van down by the river! Those years honed my understanding of our customers, our retailers, and footwear design. The countless road miles, trunk shows, clinics, tradeshows, and live events endowed me with a visceral understanding of marketing and promotions.
I’m most proud of two things I’ve done at Deckers; the DPH (Deckers Production House) and AOK (Art-of-Kindness). Codeveloping the Deckers Production House with Ben Wahler, Director of Global Comms has been a dream come true and I firmly believe the DPH has helped build the Deckers culture and has enabled Deckers to communicate with our teams worldwide using a single voice. I’m confident that the Deckers Production House will continue to evolve and provide Deckers Brands with a center of excellence for generations to come. I consider the Deckers Production House my legacy contribution to the organization, and I’m over the moon to be tasked with managing it.
Secondly, I’m pleased to have come up with the name, “Art of Kindness” and I’m proud to have helped build that service event alongside Michelle Apodaca and many other passionate team members.
Being gifted with the opportunity to curate annual celebrations for Deckers has been a huge joy and creative outlet.
Here are three simple things I’ve learned during my time at Deckers,
Budget, budget, budget. I say this jokingly, but it’s true, the first thing I always ask stakeholders is where’s the money coming from? Other important things I’ve learned along the way are: be flexible, pay attention to the details, set “world-class” as your standard, content is king, never stop learning, always ask what’s next, take chances, never be afraid to get your hands dirty and believe in yourself, but do for others.
As you reflect on your journey from driving a van as a tech rep to now embarking on memorable road trips with your loved ones, how do you see the importance of work-life balance and creating lasting memories outside of work?
I am doing my best as a dad to set a good example for my kids. I do not tell them to be a certain way I try instead to let them witness me being a certain way. I believe in maintaining a strong work ethic, so I work hard, and my kids see that. I am also a believer in being passionate about my pursuits whether they be work related or non-work related. Much of my life I have spent adventuring and becoming familiar with this world. My journeys have taught me respect and appreciation for this planet and the cultures that inhabit it. Road trips with my family are both a way to share how I lived much of my life but also a way to expose my kids to a diversity of landscapes as well as the infinite expressions of life experiences and lifestyles that exist. I role model work-life balance for my children by letting them see that work and life go hand in hand. I want my kids to see that life is work and work is life. I would love for my kids to learn that true balance comes from maintaining peace of mind no matter where you find yourself.
Recently, you drove a van to Austin for the HOKA brand conference and then returned with your family, stopping at seven different national parks along the way. How did it feel to revisit that van-dwelling lifestyle, and what impact did it have on your family?
What a delight the entire journey was. Firstly, my kids got to see months of preparation because I personally outfitted the DPH Sprinter van with some comprehensive improvements. I did all the work in our driveway using my tools and knowledge. Secondly, I drove the van solo from Goleta to Austin full of gear for the HOKA Global Brand Conference. The drive afforded me some quality alone time and I had a chance to reconnect with my inner road warrior. Thirdly, and most importantly, my family flew to Austin, and we ventured into the unknown together. I called the trip the 50/30 Tour since Deckers turned 50 this year and I am celebrating 30 years at Deckers this year. My daughter called it the “On the Road Again Tour” since Dad and a promotional rig were back on the road. It was a magical trip packed with firsts for my kids. What a bonding experience it was and what a joyful way to celebrate our family and my 30-year career!
Deckers’ 50th year as a company is a remarkable achievement, and it’s incredible to witness how the company has evolved and adapted over the past three decades. Throughout your tenure, you must have encountered various challenges and successes. Could you please share a particular story that truly exemplifies the spirit of Deckers and its dedicated employees?
Without question, the pandemic was the biggest challenge that I’ve faced during my 30 years at Deckers. Luckily, I had long been imagining a stronger content capture solution and virtual toolbox for Deckers. When the Covid avalanche hit, and we were buried with an endless list of unknowns, I set about making lemonade out of lemons. I worked hard to breathe life into the Deckers Production House Rotunda Studio in the ominous shadow of the pandemic. Luckily, employees from every corner of the company were willing to pivot and they quickly embraced the DPH Rotunda Studio as a virtual connectivity tool. Everyone stepped up to own their part and together we were able to keep our business strong.
In your role leading corporate events, what do you find most fulfilling? How do you ensure that the events you organize align with the core values and culture of Deckers?
I am most fulfilled when I see my team’s efforts creating positive vibes. I love to stand in the shadows of a celebration and to watch our employees smiling and enjoying the moment because of all the hard work my team and I have invested in. It is moments like these that make all the hard work worthwhile.
To stay aligned with the Deckers culture, I listen to feedback from opinion leaders, I make sure to keep our core values at the heart of the planning process and I create from a place of love and passion.
As Deckers continues to grow and adapt to changing times, what advice would you give to new employees who are just starting their journey with the company?
Speak up, ask questions, turn on your camera during meetings, take ownership, strive to do your job at a world-class level, and do your best to generate a service heart.
What does it mean to you personally to be a part of Deckers, a company that has reached such a significant milestone, and how do you envision the future of Deckers in the next 50 years?
I do not want to sound like a broken record, but I feel blessed and grateful to be at Deckers. The business and life lessons gained from my years here are too many to count.
I like to say that the future at Deckers is so bright we need to wear sunglasses. I genuinely believe massive success is on the horizon for Deckers. I personally hope to see Deckers hit 10 billion in annual revenue over the next 10 years. I think 10 billion will be small potatoes if you look out over a fifty-year period. I truly envy the young folks that will be here to celebrate 100 years of Deckers. I wish I could produce that party…
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