Grant Barth is a global brand leader, educator, and entrepreneur who serves as Professor of Global Brand Management and Special Advisor to the Dean for Business of Sports at the David Eccles School of Business, University of Utah.
He brings three decades of industry experience, shaping some of the world’s most recognizable brands, including Nike and Levi’s, to a classroom and advisory role that bridges theory and practice in the rapidly evolving business of sport.

At the Eccles School, Barth teaches brand management, experiential brand leadership, and the business of sport, using live projects and casework drawn from his ongoing work with international brands and sports organizations. As Special Advisor to the Dean for Business of Sports, he helps design best-in-class curriculum, industry partnerships, and experiential opportunities that position the University of Utah as a leader in sports marketing, sports product, and fan experience across outdoor, individual, and team sports.

Barth is the creator and founder of ThenWhat, a brand innovation lab that advises premium and luxury brands on global strategy, merchandising, and consumer experience, while incubating new consumer brands and collaborations. His work spans sports, fashion, entertainment, and consumer goods, and includes leading partnerships, experiential programs, and product launches for world-class companies seeking culturally resonant growth.

Earlier in his career, Barth spent 16 years at Nike in global merchandising and product leadership roles, including overseeing key categories such as sportswear, running, football, and Olympic initiatives across international markets. He later became Chief Merchandising Officer at Levi’s, where he led global merchandising across men’s, women’s, and kids, helping to return the iconic brand to strong, sustainable growth through disciplined product strategy and marketplace execution.

In addition to ThenWhat, Barth has co-founded and led multiple ventures, including building lifestyle brands that explore the intersection of performance, culture, and everyday life. He is a frequent speaker and advisor on global brand leadership, experiential merchandising, and the future of the sports business, and is known for a mentoring-first approach that develops the next generation of creative, globally minded business leaders.
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