Pressley, who built his reputation through Bill Joe Productions and his tenure at Barstool Sports, will spearhead creative campaigns and digital storytelling for the New Hampshire-based company. The collaboration shifts the brand’s focus beyond functional engineering toward a more personality-driven narrative. Beyond his role in brand strategy, Pressley is actively developing a signature shoe line scheduled for release in late 2026.

Co-founder Rick Blackshaw frames the partnership as a move to bridge the gap between technical footwear design and cultural relevance. For his part, Pressley claims the brand’s comfort level stands apart from industry standards, positioning himself as a primary advocate for the company’s mission to serve a demographic long ignored by major athletic manufacturers. Founded in 2025, STOKE currently distributes its products through national retailers including Academy Sports + Outdoors and Scheels, aiming to normalize better fit as a standard for everyday performance.