Brandwave BrandLAB - Innovation by subtraction: Pushing the boundaries of design possibility

Daniel Macaulay has spent 25 years at the intersection of sport, culture, and commercial brand building. He is founder of Brandwave Marketing, one of the world’s leading sports marketing consultancies, and co-founder of sustainable flip flop brand FoamLife. Previously, Daniel led European marketing for O’Neill and has since built a career as a practitioner, entrepreneur, investor, and strategist within the sports industry.
He regularly speaks on brand, culture, and the business of sport at platforms including Web Summit and Amazon, and is an ambassador for Blue Earth Summit, the Youth Adventure Trust, and UK Surf & Skate Expo.
Through Brandwave’s BrandLAB initiative, Daniel has mentored over 100 start-ups and scale-ups. He has also judged BBC’s The Apprentice and sits on the international judging panel for UK Active and the Endorphin Sports Film Awards.

Roberto Peano is Sole Director of NOTAPE Italy. He leads the company’s operations and market development across Italy and Europe, working closely with high-end outdoor and luxury brands. With decades of experience in the zipper and apparel supply chain, Roberto brings a practical understanding of manufacturing, quality, and long-term partnership. At NOTAPE™, Roberto focuses on turning structural innovation into reliable production — and on building the European chapter of a global brand.

Tony Ji is Chief Brand Officer of NOTAPE™. He leads the brand’s global narrative around innovation by subtraction — a philosophy that asks what can be removed, not added. With a background spanning design, manufacturing, and brand strategy across East and West, Tony sees himself less as a bridge between cultures and more as a lifelong student of human connection. At NOTAPE™, Tony is guiding a structural breakthrough in fastening technology into a global brand with a distinct point of view.