Co-Created

Co-Created explores how Pacsun rebuilt brand relevance by embedding co-creation into every part of its organization. Written through the leadership lens of CEO Brieane Olson, the book offers a firsthand look at how the company partnered with its next-generation consumers to navigate digital disruption, financial restructuring, and shifting cultural expectations. Through detailed case studies—including how Pacsun leveraged TikTok virality, worked with cultural icons like A$AP Rocky and the Jenners, and invested $5 million in under-resourced communities—Olson reveals how collaboration and cultural fluency became a core operating strategy, not just a branding tool.