Apologies to those whose minds I’m about to blow, but many of your favorite celebrities, athletes and musicians may not be directly involved in their social media profiles. So going forward, please refrain from getting overly excited for a mere retweet that likely came from an assistant. Nevertheless, digital media is rapidly becoming the medium of choice for many advertisers – especially for its return on investment – so these tastemakers certainly understand its importance in building a brand, hence the reason for a ghostwriter. Taking our time to place the limelight on the individuals that keep our timelines and news feeds relevant, HYPEBEAST sits down with the current Media Relations Manager of Nike North America, Joseph Teegardin, to advance our ongoing Essentials series. Although the New Yorker gained some valuable experience working for four years at marketing innovator Apple, he found his calling when he began making a living in social media and digital strategy back in 2008. Freelancing with a client list that included HBO, Ripple Junction, and a slew of celebrities, Teegardin felt it was time to move on with a company he grew up idolizing as a child: Nike. Approaching his second year with the athletic innovator, the young creative now oversees the North America media segment for Nike’s action sports and digital sports divisions. In our latest feature showcasing daily necessities, Teegardin showcases his obvious love for Nike goods and caffeine. Follow Joseph through the famous @joseph handle on Twitter.