Meet Lory Louves, our Community & Talent Manager at Aspire!     

We recently chatted to Lory to find out more about his role, connecting the dots and his passions outside of work:

I’ve come from…the retail industry. Funnily enough, I graduated in Communication and Advertising and lasted about six months in agency back then as I did not enjoy it. The retail route made sense to me as a way to explore and understand how the brand I worked for at the time, functioned, meet people I wanted to eventually work with, and build a network. 

At Aspire I…connect the dots. As Community and Talent Manager my aim is to put the right people in the right places at the right moment, using our agency relationships, my network, and by creating new ones.

Something I enjoy about PR is…being able to support and highlight real people doing real things for the greater good.

Something that’s grabbed my attention recently is…it’s not just recently but it is something I am hyper aware of, and that is the lack of representation in the movement and outdoor industry. It’s something many of the industry know but there doesn’t seem to, yet, be a real drive to do something about it. Running crews will gather hundreds of people but not question why there is nobody of colour among them. Same with brands. Everybody is staying  comfortable and it’s not a vibe.

Outside of work I love to…lift heavy things, go for gentle runs, and listen to music . I am also an artist; I paint mainly and that’s when I come up with creative ideas. I have so many notes on my phone… for when the right time will arise to use them!

If I was taking a roadtrip, my dream destination would be…the US West Coast.

To keep me company, I’d take…my partner. 

And we’d listen to…anything from Anderson.Paak, Kendrick Lamar, Elmiene, Thundercat, Hiatus Kaiyote (and maybe some Knocked Loose even though she would not approve!)

Favourite book…The Autobiography of Malcom X.

Favourite movie/box set…anything Star Wars, without hesitation. Excluding the sequels, maybe?

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