Click on Joe's Head for Interview!
(Photo: Jock McDonald, San Francisco)

He is known for both his underwear and his over-the-top marketing antics. Who could possibly fit this description other than the infamous Nick Graham, AKA "Joe Boxer"? His claim to fame is designing and selling unconventional men's underwear, but his business has expanded into a virtual empire, complete with licenses for everything from eyeglasses and sunglasses to napkins and toilet seats.

Yes, Graham is a designer, but even more than that he is a marketing genius.

Some of his more famous designs include 3-D and inflatable underwear, glow-in-the-dark boxer shorts that read "Yes Yes Yes" in the dark and "No No No" in the light, and the Imperial Hoser, a red tartan boxer with a detachable raccoon tail.

Graham has earned several of the top fashion industry awards, including the Woolmark and Marty Awards, the Absolut Golden Shears and MIRA Awards, and multiple Earnie Awards, as well as advertising’s coveted CLIO. In 2001, he brokered the landmark deal between JOE BOXER and KMART… the brand’s new home. 

Ultimately, Graham's eccentric charisma and seat-of-the-pants marketing style transformed JOE BOXER the underwear company into JOE BOXER the entertainment company. As Graham says, "The brand is an amusement park, and the product is the souvenir." While he continues to act as Chief Underpants Officer, he also heads up the 100 Minute Company, where his clients benefit from the self-admitted Attention Deficit Disorder that translates his theories for success on all fronts-from entertainment to media to product development. A popular public speaker, Graham is a sought-after presenter of new ideas. 

 1) THE JOE BOXER STORY
FROM UNDERWEAR TO EVERYWHERE!

THE JOE BOXER STORY is Nick Graham’s amazing and true tale of success: How without the use of conventional advertising or marketing methods, he turned his “little” underwear company into one of America’s most popular brands. Through his infamous brand of wit and humor, Graham shares his personal adventures-including the serious aspects of creating something radically different-and leaves his audience inspired to take risks, persevere, and have fun in the process. 45 minutes.

2) THE END OF SELLING
WHAT TO GIVE A WORLD THAT HAS EVERYTHING

THE END OF SELLING is Nick Graham’s argument that the world has run out of new things to sell-but is clearly hungry for new ways to buy. In this presentation, he demonstrates how every modern business process or product, no matter how dynamic or successful today, is actually just an updated version of a centuries-old idea. By using leading “smart” companies as examples, Graham invites the audience to strategically map out how they can stop selling, and start thinking about how to reinvigorate whatever process or product they are trying to market. 45 minutes.

 3) THE 100 MINUTE BRAND
WHO YOU ARE IS WHAT YOU MAKE

THE 100 MINUTE BRAND deals with how people can reinvigorate their creative process to translate (externally) the value they have within. Nick Graham uses his proven branding philosophy to take the audience to the heart of what creates a successful brand. Using his theory, based in part on the Powers of Ten, he demonstrates how the power of a single individual can outwardly create memory for others. It is also used to illustrate that the memory contained within an individual (their DNA), can and will dictate how they can translate their own memory to others, ultimately creating their own “brand.” 50 Minutes.

4) THE 100 QUESTIONS.
ANSWERS ARE FREE.

THE 100 QUESTIONS are Nick Graham’s insightful branding theories wrapped inside 100 queries. 100 Questions-one every minute-guide the audience to a better understanding of what Graham sees as a purely existential process of defining one’s own brand. The first question asks: “Who are you?,” and the last “How do you want to be remembered?” An extremely powerful and mind-expanding experience. 100 Minutes.