“I typically style my sneakers by the color of hijab I plan to where that day," Joelle Cartier says while talking about the head covering that is as much apart of her bustling personality as the sneakers she slips on her feet. But for Joelle, this is nothing new. " I’ve always been the only Muslim girl in hijab at the companies I’ve worked for, rocking Jordan’s to work and actually being able to speak to sneaker culture overall."

As Director of Creative & Marketing Solutions at Viacom, Cartier (yes, like the jeweler) doesn’t just understand the importance of a powerful story, she knows that it's essential to speak to an entire culture, in creating narratives that elevate people of color, and in combating cultural appropriation.

Cartier is like a sneaker-clad social warrior, and she describes hero moments in a way most don't. When we asked her about the power of Sneaker Culture, she didn't hestitate to jump in, "Anytime I have the opportunity to work with fashion brands who are looking to amplify a shoe product launch, I always speak to what culture means overall and who have been the pioneers from jump." She doesn't talk about shoes, she truly tries to understand them. It's the stories they tell and the way they make us feel that intrigues her the most. It’s also the reason she actually keeps her NYC closet pretty simple.

Click through to read why she prefers Euro style, what her favorite Jordan is, and why she believes she was a rapper from the 80’s in her past life.

Style in Europe feels more elevated and premium in comparison to the US. No shade at all! I feel like in the States, we’re known for overexerting the brands we buy by showing off the brand names, where as in Europe, outside of handbags, you’d never know what designer they’re rocking at first glance. I respect that type of style.

I’m most passionate about giving back. I’m a firm believer of taking care of your people, especially those who are less fortunate than you. It’s a life priority for me because there are far more blessings in giving than in being selfish. It’s From The Sole is an amazing initiative everyone should check out. The organization donates sneakers to the homeless community. I also find it important to open doors for other people of color in the advertising industry. Whether through networking or finding time to meet for coffee to discuss potential partnerships.

My current position as Director, Creative and Marketing Solutions at Viacom requires me to develop and execute branded content initiatives from fashion, sports, CPG clients, just to name a few. Overall my experience in the advertising industry has definitely allowed me to put forth my passion for sneaker culture. More specifically when producing content with influencers and fashion brands.

My experience in advertising, more so editorial and branded content has influenced the way I approach my clients when recommending specific influencers or creative treatments for campaigns. I truly like to hone in on what's happening in fashion and pop-culture, more specifically for those of color and utilize their imagery to help tell an authentic story. A few things that stand out to me about imagery are color texture and overall visual captivation. I need to look at images and understand exactly the type of story you as a client are trying to tell.

SneakHER culture means feminine uniqueness through style. I think about all of the women in the world who are hesitant to consistently amplify their passion for sneakers due to the fact that it just feels male dominated. SneakHER culture gives all the young girls and women the platform and confidence to simply represent who they are. I mean, we really do run the world!