Scott Sorensen Executive Biography

Scott Sorensen is a dynamic senior business and marketing leader and entrepreneur with over two decades of success in leading global consumer brands across diverse industries. With deep expertise in leadership, marketing, omnichannel business strategy, product development, and organizational turnarounds, Sorensen has built a career defined by innovation, transformation, and growth. His broad portfolio spans consumer electronics, health & wellness, fashion, SaaS, esports, action sports, tactical gear, and lifestyle products. Known for scaling brands from inception to global prominence, Scott has also led complex licensing deals with iconic companies such as Blizzard Entertainment, Ubisoft, Body Glove, Rawlings, and Razer, among others.

Notably, he has consistently driven double- and triple-digit growth across omnichannel revenue streams, revitalized distressed brands like Gunnar Optiks, Anarchy Eyewear, and Gargoyles Eyewear, and led marketing for billion-dollar corporations and early-stage startups alike. With expertise in company leadership, 360 degree marketing development, full-funnel digital strategy, P&L oversight, and high-performance team leadership, Scott has led companies, managed product programs and marketing partnerships across more than 85 countries. He is a proven architect of business and brand experiences that resonate deeply across both B2B and B2C channels.

Entrepreneurial Successes

In 1993, Scott Sorensen was a founding partner of Dragon Optical—later rebranded as Dragon Alliance—from the ground up, driven by a deep-rooted passion for the surf, skate, snow, and action sports culture. With a clear vision for bridging performance eyewear with authentic lifestyle branding, Scott played a pivotal role in transforming the company from a garage startup into a globally recognized name in action sports and youth culture.

As Vice President of Global Marketing, Scott was instrumental in crafting Dragon’s identity and guiding its explosive growth. He developed the brand’s iconic creative look and logo while spearheading global grassroots marketing initiatives, built long-term partnerships with top-tier athletes, and aligned the brand with influential communities across surfing, snowboarding, motocross, music, and streetwear. Under his leadership, Dragon launched disruptive product lines and bold global campaigns that resonated with the emerging generation of action sports enthusiasts.

By strategically expanding distribution to over 85 countries, Scott helped Dragon evolve into a multi-million dollar international business, solidifying its position as a category leader in lifestyle eyewear and accessories. He oversaw collaborations, product innovation, and brand storytelling that captured both authenticity and aspiration—key drivers behind the company’s commercial success.

In 2008, Dragon Alliance’s impressive growth and cultural relevance led to a full acquisition by Oakley, Inc., one of the most iconic performance eyewear brands in the world. This milestone marked a successful exit for the founding team and validated Scott’s long-term strategic vision.

Scott’s tenure at Dragon Alliance stands as a case study in brand building, market disruption, and global scaling—turning a niche concept into a powerful global brand within the competitive action sports industry.

 

In 2012, Scott Sorensen became a partner at Global Village Concerns (GVC), a SaaS startup specializing in brand management and online fan shop fundraising solutions for the education sector. GVC’s mission was to revolutionize how schools and educational organizations engaged their communities—by integrating branded e-commerce with digital fundraising tools.

As Head of Marketing and Strategy, Sorensen played a pivotal role in shaping the company’s vision and driving its growth. He led a 20-person cross-functional marketing team, which included creative, web development, brand management, corporate communications, and marketing operations. Sorensen was responsible for both high-level strategy and hands-on execution—designing and implementing comprehensive go-to-market plans that fueled B2B client acquisition and boosted B2C revenue across a network of over 350 branded school fan shop websites.

Within just two years, Sorensen’s leadership helped scale GVC’s platform by more than 300%, expanding its client base to include 350 K–12 schools, private institutions, and junior colleges. His success was underpinned by a series of high-impact marketing and branding initiatives that targeted key segments such as school districts, private academies, PTAs, and student-parent communities. These efforts positioned GVC as an emerging leader in the intersection of ed-tech, e-commerce, and school spirit branding.

The company’s rapid growth and scalable business model soon attracted the attention of Varsity Brands, Inc.—the nation’s premier provider of youth-oriented sport, spirit, and achievement products. Impressed by GVC’s market traction and innovative platform, Varsity Brands acquired the company, validating Sorensen’s strategic vision and his forward-thinking approach to combining fundraising with community engagement.

 

Executive Leadership Turnaround Successes

Scott is a proven turnaround expert, having revitalized multiple brands through strategic vision, operational efficiency, and consumer-first innovation:

Gunnar Optiks – Restructured operations, revamped the product roadmap, increased net margins to 65%, reduced CAC by 60%, and achieved over 50% YoY growth.

In 2015, Scott Sorensen’s leadership at GUNNAR Optiks marked a transformative period in the company’s history, turning a struggling eyewear brand into a globally recognized industry leader. When he took over as CEO and CMO, GUNNAR was grappling with significant challenges: large debt, unprofitability, false revenue/channel stuffing, diluted shareholder value, and waning market relevance in the competitive blue light lens sector. Sorensen responded with a bold and disciplined strategy, executing a full organizational turnaround that stabilized operations, reenergized growth, and established a foundation for sustained international success.

Central to Sorensen’s impact was his ability to restore financial health. Through a rigorous turnaround strategy, he paid down company debt, cut operational expenses by 28%, and restructured offerings to better align with high-growth markets like gaming, esports, and wellness. These actions dramatically improved margins—gross margins rose to over 70 points, and net margins exceeded 65%. His focus on profitability transformed the company's bottom line, shifting GUNNAR from financial distress to a thriving enterprise.

Growth under Sorensen was not only rapid but scalable. GUNNAR achieved over 35% annual revenue growth, driven by a strong omnichannel strategy that spanned direct-to-consumer (DTC) channels, revitalized B2B partnerships, and expanded international distribution. Notably, he optimized digital marketing funnels, improved ROAS by 42%, and halved customer acquisition costs. Amazon-specific strategies alone accounted for 21% annual growth, while retail and ecommerce partnerships with major platforms like GameStop and Best Buy deepened consumer reach.

Recognizing the need to refresh brand identity, Sorensen led a sweeping brand repositioning and product innovation initiative. He launched eight new global products each year, introducing three major technological innovations annually tailored to diverse consumer personas across gaming, lifestyle, and medical verticals. Operationally, he streamlined inventory and enhanced production efficiencies, ensuring high-margin scalability and cost-effective product development.

Sorensen also delivered major strategic value through financial and organizational consolidation. During his leadership they simplified the company’s cap table, strengthened shareholder positions, and improved investor confidence. His restructuring efforts created a leaner organization with enhanced agility, improving both governance and long-term execution. In parallel, he oversaw a 43-country global expansion and launched a branded licensing program with powerhouse partners such as Razer, Blizzard, and Coca-Cola Esports—boosting revenue and embedding GUNNAR in tech and gaming culture.

Beyond financials and operations, Sorensen prioritized cultural relevance and innovation. He made GUNNAR the first eyewear brand to accept cryptocurrency in 2017 and embraced influencer and esports marketing to build authentic connections with the digital-native audience. By aligning the brand with emerging trends and communities, he ensured GUNNAR’s place not just as a market leader in eyewear, but as a respected lifestyle brand in gaming and tech.

 

Anarchy, Angel, Rawlings, Body Glove & Gargoyles Eyewear – Transformed underperforming portfolios into profitable ventures, achieving 80% growth and doubling profits through strategic repositioning and omnichannel expansion.

Scott Sorensen spearheaded the dramatic turnaround and sustained growth of FGXI’s premium eyewear division, overseeing a portfolio of five distinct brands—Gargoyles, Anarchy, Angel, Rawlings, and Body Glove. When Scott assumed leadership, the division was underperforming and struggling to compete in a crowded and evolving market. Through strategic vision, operational excellence, and brand revitalization, he transformed the portfolio into a $100 million business and a major growth engine within FGXI.

Under his direction, the premium division achieved 80% business growth in just four years, fueled by smart brand repositioning, aggressive channel expansion, and innovative product development. Sorensen’s end-to-end leadership—from P&L management to marketing, sales, and product development—allowed for holistic execution across every facet of the business.

A key pillar of this transformation was brand expansion through licensing partnerships. Scott successfully established and nurtured high-impact collaborations with Body Glove and Rawlings, helping launch accessible premium eyewear that resonated with mainstream and sports consumers alike. These partnerships allowed the division to diversify its price tiers while elevating brand perception in core retail channels.

At the same time, Sorensen led the development of Gargoyles’ ballistic-grade military eyewear line, marking a pivotal innovation that extended the brand into new high-performance and tactical markets. This move not only diversified the product mix but also secured relationships with military, law enforcement, and sports organizations, reinforcing brand credibility and opening up new channels of growth.

A critical component of Sorensen’s success was his digital-first marketing approach. He implemented comprehensive full-funnel campaigns across social media, influencer partnerships, and digital events that boosted B2C revenues by 45% and B2B revenues by 22% on average. He also built and optimized independent DTC ecommerce platforms for all five brands, resulting in an average annual growth rate of 45% in online revenue. Furthermore, he established a thriving Amazon channel, leveraging A+ content and Amazon Marketing Services (AMS) to scale a multi-million dollar business with measurable ROI.

Retail expansion was another significant driver. Under his leadership, annual revenue from major national retailers—Walmart, Costco, DICK’S Sporting Goods, West Marine, The Sports Authority, AAFES, NEXCOM, and more—grew by 25% year over year, while distribution expanded to over 2,500 independently owned enthusiast retailers nationwide. His ability to tailor go-to-market strategies for a wide variety of retail environments ensured consistent execution and strong retail partner alignment.

Scott also championed a streamlined, cost-effective product development process, launching up to 10 new products per year while reducing overhead and increasing speed to market. This agility allowed the brands to stay ahead of consumer trends and strengthen competitive positioning.

Through a blend of innovation, operational rigor, and brand vision, Scott Sorensen not only revitalized FGXI’s premium eyewear division but positioned it as a sustainable, scalable business unit. His leadership exemplifies how cross-functional expertise and market-focused execution can unlock extraordinary growth, even in distressed portfolios.

Innovative Direct To Consumer Growth

During his tenure at FGX International (a division of ESSILOR) from August 2010 to August 2012, Scott Sorensen played a pivotal role in leading to the development and execution of the company's transformation into the e-commerce space by launching and scaling its first Direct-to-Consumer (DTC) program. As Ecommerce Program General Manager, Sorensen brought a visionary approach to digital retail strategy, combining consumer insight, marketing innovation, and operational execution to establish a thriving online business model for a traditionally brick-and-mortar-oriented brand portfolio.

Recognizing the untapped potential in online retail for reading glasses and fashion eyewear, Sorensen designed the full e-commerce blueprint for FGX’s portfolio, including brands such as Foster Grant, Lightspecs, and Clic. He architected and implemented an enterprise-wide DTC initiative, building a fully functional e-tail infrastructure from the ground up. This included everything from consumer-facing site architecture and UX design to back-end logistics, merchandising strategy, and digital marketing channels.

One of his standout achievements was the development and launch of Readers.com (initially branded as ReaderBoutique.com), an innovative e-tail platform offering a wide spectrum of reading glasses ranging from affordable everyday options to ultra-premium designs. The site was positioned as a central hub for quality and style-conscious consumers, offering curated collections to serve a variety of persona-based market segments. Under Sorensen’s direction, the platform became a scalable, high-margin DTC revenue stream that consistently outpaced internal growth projections.

Sorensen also strategically integrated digital acquisition and brand marketing tactics, using a full-funnel approach through Google Ads, SEO, and social media campaigns to build customer awareness and drive conversion. His initiatives resulted in a compound annual growth rate of 45%, driven by innovative targeting strategies and a strong focus on user experience and product-market fit.

Further demonstrating his commitment to corporate responsibility, Sorensen developed a 1-for-1 charitable partnership with RestoringVision.org, embedding the initiative into the e-commerce experience to foster brand loyalty and deepen social impact. This not only enhanced customer engagement but also aligned with ESSILOR’s global mission of improving lives through better sight.

In addition to launching Readers.com, Sorensen implemented independent ecommerce revenue channels across nine different brand lines, building and managing the full online product catalog, P&L responsibility, and ensuring alignment with FGX International’s broader corporate objectives. His leadership in integrating robust ecommerce capabilities into a legacy retail company positioned FGX as a competitive digital player in the eyewear industry, laying the groundwork for future omnichannel growth.

In summary, Scott Sorensen’s contributions to FGX International’s e-commerce evolution were transformative—bridging legacy operations with modern DTC strategies, building long-term digital infrastructure, and generating measurable growth through innovative execution.

 

Career Experience & Position Highlights

Chief Marketing Officer – Gatorz Eyewear (2023–Present)

Serving military, tactical, and outdoor gear markets, Scott has led Gatorz Eyewear to double-digit growth in a challenging economic environment. His full-funnel DTC strategy, Amazon channel development, and partnerships with endemic influencers have fueled brand expansion and category dominance. His efforts have strengthened brand equity and established a scalable foundation for long-term omnichannel growth.

Chief Marketing Officer – Lasso (2020–2023)

At this health-tech startup, Scott built a brand from the ground up. He drove 35% annual DTC growth, expanded globally with distribution in Europe, Asia, and Australia, and established successful licensing partnerships with brands like DogPound Gym and GoRuck. His full-funnel digital campaigns reduced CAC by 65% and grew the brand’s visibility in the fitness, fashion, and recovery tech segments.

Vice Presidemt of Marketing – Greater San Diego Association of REALTORS® / SDMLS (2018–2020)

In the SaaS and real estate space, Scott led marketing for a 21,000-member association and software platform. He oversaw CRM implementation, campaign strategy, event planning (including the San Diego Mayoral Debates), and a successful mobile app launch. His marketing leadership resulted in a 10% increase in membership and enhanced the perceived member value significantly.

President, CEO & CMO – Gunnar Optiks (2015–2018)

As CEO, President, and CMO, Scott orchestrated a full-scale turnaround of Gunnar Optiks. He drove a 35%+ increase in annual revenue, cleared inherited debt, optimized global distribution, and revitalized product strategy with new technologies and design. He established high-profile partnerships with Razer, Blizzard, UbiSoft, and Coca-Cola Esports, securing the brand’s leadership in the gamer and esports segments.

Chief Marketing Officer – Global Village Concerns (2012–2015)

In the education sector, Scott led marketing for a SaaS fundraising platform. He scaled the user base by 300% in two years and managed over 350 ecommerce stores focused on school apparel. His operational innovations and branding efforts positioned the company for acquisition by Varsity Brands.

General Manager – FGX International / ESSILOR (2008–2012)

Scott led a portfolio of five premium eyewear brands, achieving 80% business growth and boosting revenue to over $100M. Through licensing with Body Glove and Rawlings, digital marketing strategies, and Amazon optimization, he doubled profits and introduced ballistic-grade eyewear with Gargoyles. His leadership across brand marketing, sales, and product development made the division a major growth engine within FGX.

Director of Ecommerce – FGX International (2010–2012)

Scott pioneered ecommerce initiatives for reading glasses brands such as Foster Grant. He created the ReaderBoutique.com platform and integrated philanthropic efforts like the 1-for-1 partnership with RestoringVision.org. His initiatives drove 45% average annual growth and built robust DTC channels.

Founding Partner & Vice President of Marketing – Dragon Alliance (1993–2008)

Scott co-founded Dragon Alliance and grew it into a globally recognized action sports brand. With distribution in over 85 countries and collaborations across surfing, snowboarding, music, and fashion, Scott’s vision helped position Dragon for acquisition by Oakley. He launched global campaigns, built influencer relationships, and established the brand’s legacy in the lifestyle eyewear market.


Licensing Partnership Summary

Scott Sorensen has led successful licensing collaborations between premium eyewear and performance apparel brands with some of the most recognizable names in sports, gaming, fashion, and tactical industries. His approach has consistently fused brand authenticity with market expansion, resulting in elevated product offerings and deeper consumer engagement.

FGX International - Licensed Brands:

Body Glove (Sunglasses & Optical): Leveraging Body Glove’s heritage in water sports, this partnership brought affordable polarized and sporty lifestyle sunglasses to the mass market and an action sport icon to corrective ophthalmic eyewear as an active lifestyle and youth consumer alternative. The collaboration helped align FGXI’s eyewear with a younger, active demographic into over 2000 dealers in the USA.

Rawlings Baseball (Sunglasses): Tapping into Rawlings’ deep roots in baseball, this licensing venture focused on affordable performance eyewear for athletes and fans. The eyewear was successfully distributed through big box sporting goods alongside Rawlings other premium products as an alternative to the larger brands.

Benefit: These partnerships extended FGX’s reach across sports, outdoor, and lifestyle markets, while expanding audiences from opening price points to premium products enhancing its credibility through association with legacy athletic brands. The licensed brands provided additional fuel to achieve the portfolios growth success. 


Lasso Gear- Licensed Brand:

Clmbr (Socks): In a synergistic partnership, Lasso Gear produced performance compression socks specifically for the CLMBR users, integrating compression and ankle support technology. The socks were quickly adopted by the CLMBR trainers and were distributed out CLMBR facilities and online retail.

Benefit: Lasso Gear gained exposure to the boutique fitness and connected workout market, while CLMBR added a value-added apparel accessory aligned with its high-performance brand ethos. The license relationship provided a tactical brand awareness expansion needed to help launch the Lasso brand. 


Gunnar Optiks- Licensed Brands

Razer (Gaming Eyewear & Sunglasses): Razer’s gaming tech credibility combined with Gunnar’s eye protection technology created stylish, functional eyewear for gamers-both at the screen and off. By maximizing Razer’s mass popularity with gamers, co-branded styles catered to a highly engaged, Razor lifestyle driven audience focused on performance and aesthetics.

Blizzard Entertainment (Gaming Eyewear): Leveraging Blizzard’s heritage in video gaming, Gunnar partnered with Heroes of the Storm, a new MOBA title encompassing a mash up of all their titles. This partnership brought licensed gaming glasses to fans of the MOBA title, offering themed designs, collectible accessories, and visual health solutions during long gaming sessions.

Ubisoft (Gaming Eyewear): – Joining forces with two of UbiSoft’s largest titles, Assassin’s Creed & Far Cry, these blockbuster franchises gave Gunnar access to a vast fan base and provided players with a collectible piece of protective eyewear. Exclusive designs tied to in-game aesthetics merged gaming culture with real-world eyewear.

Publish Brand (Gaming Eyewear & Sunglasses): Gunnar partnered with a pioneer in street fashion and culture as the gaming industry and fashion industries crossed paths. This fashion-forward collaboration combined urban streetwear aesthetics with functional eyewear, targeting style-conscious consumers who also value digital wellness and gaming.

Benefit: Gunnar expanded its dominance in the gaming eyewear market, pioneered the collaboration of apparel and gaming lifestyles, establishing itself as the premier brand for vision protection and style among gamers and digital professionals. These licensed brand relationships solidified Gunnar's credibility and contributed to both brand expansion and revenue growth. 

Gatorz Eyewear- Licensed Brands:

Jack Carr (Sunglasses): Leveraging the bestselling author and former Navy SEAL’s influence in Television, and tactical culture, this collaboration emphasized tactical performance, rugged aesthetics, and authenticity in the military/law enforcement community. The partnership with Jack Carr and Gatorz has expanded the brand's reach outside of pure tactical professionals and exposed the premium products to a broader enthusiast.

SIG SAUER (Sunglasses): As a respected firearms manufacturer, SIG SAUER lent tactical credibility and broader reach into the shooting community in a licensing partnership to Gatorz eyewear. Products were designed for both on the range and off for the shooting sports, military, and law enforcement, offering ballistic-rated protection.

Benefit: These collaborations positioned Gatorz as the go-to eyewear for tactical and outdoor professionals, enhancing the brand's association with elite performance and trust in high-stakes environments.



High-Profile Brand Ambassador Partnerships

Dragon Alliance

Scott Sorensen partnered with legendary athletes in surf and snow sports to solidify Dragon Alliance's image as a leading lifestyle and performance eyewear brand.

Rob Machado – Professional Surfer

A globally recognized icon in surfing, Rob brought authenticity and a soulful lifestyle appeal to Dragon. His eco-conscious values and smooth style resonated with the brand’s core audience, enhancing its credibility within the surf community.

Mick Fanning – Professional Surfer

Known for his world championship titles and competitive dominance, Mick's association elevated Dragon's image as a performance-driven brand. His high-profile career and resilience added a dynamic edge to the brand.

Jamie Lynn – Professional Snowboarder

As a pioneer in snowboarding and an influential artist, Jamie infused Dragon with a creative, counter-culture energy. His iconic status helped expand the brand's influence in both sport and youth lifestyle markets.

Chris Benchetler – Professional Skier

A visionary in backcountry skiing, Chris brought artistic flair and an adventurous spirit. His contributions strengthened Dragon's presence in the freeride ski community, appealing to outdoor enthusiasts and creative explorers alike.


Gargoyles Eyewear

With Gargoyles, Sorensen connected with rugged, high-performance individuals to reinforce the brand’s reputation for ballistic protection and tactical functionality.

Jimmie Johnson – NASCAR Champion

A seven-time NASCAR Cup Series champion, Jimmie gave Gargoyles a high-speed, performance-oriented image. His endorsement appealed to fans of motorsports and rugged innovation.

Adrian Gonzalez – Professional Baseball Player

Adrian brought athletic prestige and Latin-American market appeal. His professionalism and popularity gave Gargoyles strong reach in mainstream sportswear and lifestyle categories.

Grady Sizemore – Professional Baseball Player

Known for his athleticism and style, Grady lent a youthful and active persona to the brand, supporting its positioning as both functional and fashionable.

Sig Hansen – Professional Fisherman, Star of Deadliest Catch

Sig brought real-world credibility and extreme environment validation. As a tough, no-nonsense mariner, his image supported the brand’s tactical durability and ruggedness.

Brad Keselowski – NASCAR Champion

Another high-profile racer, Brad reinforced the brand’s ties to motorsport and speed. His competitive nature and broad fanbase further expanded Gargoyles' appeal to action-minded consumers.

Manny Puig – Wildlife Hunter, Star of Savage Wild

Known for his fearless wildlife interactions, Manny emphasized the brand's adventurous and extreme nature. His unique persona attracted outdoorsmen and thrill-seekers.


Anarchy Eyewear

For Anarchy, Scott aligned the brand with bold, rebellious personalities from alternative sports, perfectly matching its edgy and youthful identity.

Stu Graham – Professional Skateboarder

A raw, energetic force in skateboarding, Stu epitomized the rebellious spirit of Anarchy. His street credibility helped the brand stay relevant in the skate scene.

Cory Lopez – Professional Surfer

As a free-spirited and innovative surfer, Cory brought a nonconformist energy. His global recognition supported Anarchy's image as a brand for rule-breakers and thrill-seekers.


Gatorz Eyewear

With Gatorz, Sorensen focused on elite military veterans to embody strength, precision, and resilience—core values of the brand.

Jack Carr – Former Navy SEAL, Bestselling Author, and TV Producer

Jack brought strategic insight and narrative depth to Gatorz, embodying the warrior-scholar ideal. His transition from elite operator to storyteller amplified the brand’s connection to heritage, grit, and purpose-driven excellence.

Chad Robichaux – Former Special Operations Marine

A combat veteran and advocate for mental resilience, Chad brought honor, discipline, and a powerful human story to Gatorz, reinforcing its appeal to military and patriotic communities.

Travis Kennedy – Former Navy SEAL

His elite training and high-risk operational background added a layer of authenticity to Gatorz’ tactical identity. Travis exemplified performance under pressure, resonating deeply with first responders and defense professionals.

Andy Stumpf – Former Navy SEAL

As a public speaker, wingsuit pilot, and SEAL veteran, Andy symbolized fearlessness and precision. His multifaceted persona helped bridge the gap between tactical function and inspirational lifestyle branding.

Scott Sorensen’s strategic collaborations with these high-profile figures have helped shape the distinct identity and consumer perception of each eyewear brand. His talent for aligning authentic ambassadors with brand values contributed significantly to market differentiation, cultural relevance, and sales growth across the board.


Scott Sorensen: Pioneering the Action Sports-Video Gaming Crossover

In 1996, Scott Sorensen, while at Dragon Alliance, recognized a paradigm shift in youth culture. By 1996, Sorensen observed that the video game industry was rapidly eclipsing traditional entertainment forms—TV, film, and even live interaction—by a factor of 100x in terms of time spent and engagement among the youth market. This insight positioned Sorensen as an early visionary who saw gaming not just as entertainment, but as a massive brand exposure opportunity.

Scott Sorensen’s Laying the Foundation for Innovative Youth Marketing

At the time, action sports were absent from video games. The genre-defining "Tony Hawk Pro Skater" wouldn’t debut until 1999. Seeing a void and an opportunity, Sorensen partnered with Sony for the second installment of its popular futuristic racing game, Jet Moto, bringing Dragon Alliance into Jet Moto 2 in 1997. At this time, brand partnerships in games were focused on large automotive companies and food companies, neither of them appealed to youth culture that played video games regularly. Dragon became the first action sports brand to participate in video game branding, marking a historic crossover between action sports and interactive media.

Under Sorensen’s leadership, Dragon launched an ambitious global campaign across 35 countries to promote both Jet Moto 2 and the brand’s involvement. The campaign included:

  1. Featuring a two-rider Dragon team in the game.

  2. In game brand advertising.

  3. Producing point-of-purchase materials for over 10,000 retail locations worldwide.

  4. Integrating Jet Moto 2 branding in global print advertising.

  5. Ran a global promotion offering copies of the game and Dragon gear as prizes.

This bold integration of brand and game helped establish Dragon as a cultural innovator and paved the way for future collaborations between the gaming world and action sports brands.

Scott Sorensen’s Role in the 1999 Xbox Launch with Dragon Alliance

In 1999, Scott Sorensen played a pivotal role in the global launch of Microsoft's Xbox gaming console through a strategic partnership between Xbox and Dragon Alliance, where he was a key marketing force. At the time, Xbox was entering a competitive market dominated by Sony PlayStation and Nintendo 64, and Sorensen led an innovative global campaign to build awareness and drive adoption in the action sports community.

Under Sorensen's direction, Dragon executed several high-impact initiatives:

  1. In-Office Gaming Lounge: Dragon created an Xbox gaming lounge at their headquarters, where elite athletes and high-profile guests could experience the new console firsthand.

  2. Industry Competitions: Xbox gaming competitions were hosted at Dragon’s offices, targeting influencers and personalities within the action sports industry.

  3. Global Trade Show Presence: Xbox gaming lounges were integrated into Dragon’s booths at major action sports trade shows across the U.S., Japan, Germany, Australia, and France.

  4. Exclusive Branded Merchandise: Dragon designed and produced a custom green version of its Twin sunglasses featuring the Xbox logo. These limited-edition items were distributed to media, VIPs, and consumers through launch events, trade shows, and global promotions.

  5. Advertising Integration: Xbox branding was prominently featured in Dragon’s global print advertising, further extending the console’s visibility.

  6. In game brand advertising and brand integration.

  7. Athlete Integration and Promotions: Top Dragon-sponsored athletes appeared in the Xbox video game, and collaborative promotions were run with each athlete to drive cross-platform engagement.

  8. Playable Character Feature: Scott Sorensen himself was featured as a playable character in the Xbox game, serving as the default player—a unique and personal stamp on the campaign.

Sorensen’s strategic vision and execution helped Xbox gain critical traction in a highly competitive market, using cultural influence and lifestyle integration to differentiate the brand from established gaming platforms.

 

Scott Sorensen: Mass Awareness innovation on Shark Tank

Scott Sorensen played a pivotal role in securing a high-impact national spotlight for GUNNAR Optiks by masterminding their appearance on Shark Tank. Recognizing the show's vast viewership and potential for mass brand exposure, Sorensen strategically pursued the opportunity as part of an innovative marketing campaign to introduce GUNNAR’s digital eyewear to a broader consumer audience. His vision led him to personally apply for the show, successfully landing the brand a coveted spot in an episode that aired nationwide in January 2015.

Sorensen’s initiative yielded immediate and impressive results. Within hours of the episode’s airing, GUNNAR Optiks saw a 65% spike in both web traffic and sales—a clear indication of the powerful consumer response generated by the national exposure. On the show, the GUNNAR team captivated the Sharks and secured a $750,000 investment offer from renowned entrepreneur Lori Greiner, celebrated for her retail and QVC expertise. However, the true goal wasn’t the funding—GUNNAR didn’t need capital to scale. What the brand sought, and successfully achieved, was visibility.

Sorensen’s strategic foresight didn't stop at the show’s airtime. His ability to leverage the resulting relationship with Greiner opened further retail opportunities with QVC. This move expanded GUNNAR’s reach into mainstream markets and solidified the brand’s positioning in the competitive eyewear space, all stemming from Sorensen’s original vision of harnessing mass media for exponential brand growth.

 

A Distinguished and Transformative Career

Scott Sorensen's career is a powerful blueprint of innovation, leadership, and execution. From launching startups to revitalizing legacy brands and licensing globally beloved franchises, his work has consistently delivered outstanding business outcomes. His strategic acumen spans industries, geographies, and channels—earning him a reputation as a builder of scalable growth, a master of brand storytelling, and a leader who transforms vision into lasting value.

With over 25 years of shaping consumer behavior through compelling products and experiences, Scott continues to lead with passion, creativity, and data-driven strategy. Whether developing iconic collaborations or pioneering digital marketing infrastructures, Scott Sorensen remains at the forefront of brand evolution in the modern economy.


Important Links

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