One of the world’s most influential voices in brand building, creativity and emotional connection is coming to Canada.
Greg Hoffman, former Chief Marketing Officer of Nike and author of Emotion by Design, Creative Leadership Lessons from a Life at Nike, will take the stage at BUZZ BREAKTHROUGH 2027, February 3 – 4, 2027, at the Mississauga Convention Centre.
Under the banner Where Leaders Break Limits, BUZZ BREAKTHROUGH 2027 will bring together leaders, executives, entrepreneurs, REALTORS®, brokerage owners, innovators, technology founders and industry visionaries from creatives spaces for two days focused on the ideas, strategies and leadership thinking shaping the next era of business.
And Hoffman brings a perspective that could not be more relevant.
For nearly three decades at Nike, Hoffman helped shape one of the world’s most recognizable brands, ultimately leading a global marketing organization of approximately 2,500 people. His work was rooted not simply in selling products, but in understanding the emotional connection between people, culture and brands.
Today, Hoffman is recognized internationally for his expertise in creativity, brand storytelling, innovation and leadership. His book, Emotion by Design, explores the creative leadership lessons he gained throughout his career at Nike and examines how organizations can create brands that people don’t simply recognize, but remember and feel connected to.
That distinction is increasingly important in a business environment being transformed by technology and artificial intelligence.
Technology can create speed. Data can create insight. AI can create scale. But emotion creates connection.
For real estate professionals, that connection is at the heart of the business.
Real estate has always been a relationship industry. Behind every transaction is a person, a family, a dream, a move, an investment or a major life decision. As technology continues to automate more of the customer journey, the ability to create meaningful human experiences may become one of the industry’s greatest competitive advantages.
This is where Hoffman’s message intersects powerfully with the future of real estate.
His philosophy challenges leaders to think beyond conventional marketing and consider how creativity, storytelling and emotional connection can become part of an organization’s DNA. His keynote topics include Emotion by Design, Creativity as a Team Sport, Never Play It Safe, Play to Win, and Dare to Be Remembered.
The message is particularly compelling for an industry navigating profound change.
Real estate professionals are operating in a marketplace where consumers have unprecedented access to information, technology is rapidly changing how businesses operate, and artificial intelligence is reshaping marketing, communication and productivity.
In that environment, being visible is no longer enough. Being memorable matters. Being trusted matters. And creating an experience that makes people feel something may matter more than ever.
Hoffman’s work at Nike provides a powerful case study in how brands can move beyond transactions to create communities, loyalty and cultural relevance. His work has included some of Nike’s most recognized brand and athlete campaigns, spanning the Olympics and World Cup to iconic athletes such as Serena Williams and LeBron James.
His leadership philosophy also challenges the traditional notion that creativity belongs only to the marketing department. Hoffman describes creativity as a team sport, emphasizing that organizations can unlock ideas and innovation by creating environments where people across the business are empowered to contribute.
That idea speaks directly to the BUZZ BREAKTHROUGH philosophy. Breakthroughs rarely happen in isolation. They happen when people challenge assumptions, collaborate across disciplines, embrace new ideas and have the courage to move beyond what has always been done.
BUZZ was founded on the belief that meaningful connection, knowledge sharing and collaboration can elevate an industry. Its conference platform brings together leaders from across Canadian real estate, including executives, top-performing teams, REALTORS®, strategic partners and technology founders.
BUZZ BREAKTHROUGH 2027 takes that philosophy into its next chapter. With Hoffman on stage, attendees will have the opportunity to look at leadership, marketing and business growth through a very different lens, one shaped by decades inside one of the world’s most powerful brands.
What happens when we stop thinking only about what we sell and start thinking about how we make people feel? What happens when leaders give creativity a seat at the executive table? What happens when technology becomes the tool, rather than the relationship? And what happens when businesses dare to become memorable?
These are the questions that make Hoffman’s appearance at BUZZ BREAKTHROUGH 2027 especially timely.
As the real estate industry enters a new era, the winners may not simply be the businesses with the most technology, the biggest databases or the loudest digital presence. They may be the organizations capable of combining innovation with something technology cannot replicate on its own, human connection.
Greg Hoffman has spent his career demonstrating the power of that connection at one of the world’s most iconic brands. Now, he brings those lessons to Canada.
BUZZ BREAKTHROUGH 2027. February 3 – 4, 2027. Mississauga Convention Centre. Where Leaders Break Limits.
The next breakthrough may not be about doing more. It may be about creating something people will never forget.
GREG HOFFMAN PROFESSIONAL BIO
Greg Hoffman is the founder of Modern Arena, former Chief Marketing Officer of Nike, and co-creator of the athlete branding platform Beyond Your Limits.
Over a 27-year career at Nike, Greg held senior leadership roles across marketing, advertising, design, and innovation, helping bring those disciplines together into a more powerful expression and experience of the brand during a pivotal period in its history. Combining strategic rigor with creative vision, he helped shape Nike’s global voice and identity through significant growth, from breakthrough product launches to defining moments in sport and culture. His leadership also extended to envisioning the future of brand storytelling and consumer experience. His influence on modern brand-building has been recognized by Fast Company’s Most Creative People in Business, Business Insider’s 50 Most Innovative CMOs, and Ad Age’s Power Players.
Hoffman is the bestselling author of Emotion by Design: Creative Leadership Lessons from a Life at Nike, published in 14 languages worldwide. The book captures a philosophy that continues to guide his work: the most enduring brands create not only functional value, but emotional value in the lives of their customers, using human insight and ingenuity to win hearts and minds and drive sustained business growth.
Today, through Modern Arena, Hoffman serves as an executive advisor to global companies, startups, and nonprofits, helping leaders strengthen their brands, accelerate growth, and build cultures where creativity and innovation can thrive. He is a sought-after global speaker, engaging organizations including Apple, Google, Netflix, LEGO, Target, and Amazon on the power of creativity, innovation, and brand building to drive growth and cultural impact.
Hoffman is co-founder of Beyond Your Limits, an athlete branding platform, masterclass series, and podcast helping athletes define their voice, build powerful personal brands, and turn their influence into opportunities that extend far beyond competition.
As an adjunct professor of Branding and Marketing in the University of Oregon’s Sports Product Management master’s program, Hoffman teaches the next generation of sports industry leaders how to build and manage brands from end to end. His curriculum spans the full brand journey, from defining a brand’s identity, purpose, and positioning to bringing products to market through storytelling, consumer experience, and go-to-market strategy.
Hoffman serves on the Board of Trustees of the Minneapolis College of Art and Design.
Across business, education, and sport, his work explores a central leadership challenge: how brands can evolve and grow without losing sight of who they are.
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