What turns a customer into a true fan?

It’s not just discounts, points, or promotions. Increasingly, consumers want to understand what a brand stands for, feel connected to its community, and see themselves reflected in its story.

In this episode of Stacked, Jennifer LaForge sits down with Lesley Hawkins, Partner at Marsley Canada and former VP of Retail at adidas Canada, to explore how consumer loyalty has evolved and why the strongest brands are building belonging, not just transactions.

Drawing on more than 12 years at adidas, Lesley shares why today’s consumers are holding brands to a higher standard and how emotional connection, shared values, community, and fandom can create loyalty that discounts simply can’t replicate.

They discuss the power of sports partnerships, what happens when an athlete or spokesperson no longer aligns with a brand’s values, and why a brand’s response to a misstep can matter more than the mistake itself. Lesley also explains why relying too heavily on discounts can become a race to the bottom and why experiences and community can create far more durable connections.

The conversation also explores the challenge of measuring the ROI of major brand experiences, including adidas’ 2026 World Cup activation in Toronto, and why some of the most valuable marketing investments are designed to build relationships that may take years to fully pay off.

Whether you’re a marketer, retailer, loyalty professional, business leader, or simply fascinated by why people become devoted to certain brands, this conversation offers a compelling look at how loyalty is shifting from what consumers can get to what they can belong to.