Bernd Keller has a deep knowledge of brands and what their needs are. He started his career as a Designer for K&L Ruppert where for over 6 years he designed young fashion for Men, Women and Kids. He moved to various companies including Marc O’Polo, Hugo Boss and Adidas before trying his hand as a Consultant for 5 years focusing on marketing, branding and sourcing with clients such as Abercrombie & Fitch, Banana Republic, Nike, Polo Ralph Lauren and others. In 2009 he joined Puma as their Senior Creative Director Apparel, before going back to Hugo Boss from 2012-2016 as Brand & Creative Director Sportswear, and then became Chief Operating Officer for Marc O’Polo from 2016-2018, with global responsibilities for design, operation, marketing and licences. His journey has taken him to create strategic cooperations with actors, singers and athletes, such as Usain Bolt, Robbie Williams and Rihanna. He considers one of his key strengths and passions to be in the field of Sustainable Innovation. Today he runs his own consultancy, tRue STANDARD in Germany.