“A DIY brand that lives up to what we’ve always done in graffiti.” Interview with Martí Feliu, Product Director

What will be the next MTN spray to see the light of day? Nobody knows better than Martí Feliu, Product Director at Montana Colors. Being ultimately responsible for the strategy and success of a product is no small task: it requires a 360º vision with a deep understanding of the business, technology, and the user—what needs to be done, what one wants to do, and what can actually be done. Martí helps us better understand this fundamental part of a company like MTN and shares with us his inspiring vision.

How would you explain to a 4-year-old what a product director is?

I think my role is to launch competitive advantages that are sustainable over time. That is, rather than constantly releasing products, it’s about creating products we believe the market needs—products that offer something more than what is currently available and that provide a long-term solution.

With very specific exceptions.

Of course, there are products launched seasonally or as limited editions. But, generally speaking, it's about competition and sustainability.

What is more difficult: being competitive or staying relevant over time?

In times like these, with rapid technological advances—artificial intelligence, technical regulations, globalization, tariffs…—being sustainable is the main challenge. But we must not forget that for a company distributing to more than 90 countries worldwide, having a global vision that succeeds and is strategic across different markets, with different competitiveness levels and consumer types, is also a major challenge. We have to think globally and act locally.

That’s one of those slogans you can apply to many ethical questions in life… In theory that sounds great, but in practice, how do you bring all that down to earth?

Product is a bit like the “Bermuda Triangle,” sitting right in the middle between the consumer—who is our obsession—the technical department, and the brand’s vision and strategy. It’s the perfect meeting point between what the brand wants to do, what the market demands, and what we can actually make. It requires constant contact with the technical department to see what can be developed, with operations—the ones who create the product—with the sales department to understand what our clients need, and with marketing…

The last link… and the least important?

On the contrary. It’s the one that connects the product with the market and projects it properly.

Now let’s talk about Martí… Your career at MTN has been quite varied. Has this been the result of business needs or your own personal initiative?

I think it’s been something very natural. I’ll tell you the whole story…
I studied Business Administration and completed a master’s degree in marketing. I moved to Dublin for three years to work in the marketing department of a company, also supporting the sales team. For personal reasons, I decided to return to Barcelona and came across a job opening at MTN. They were looking for a Project Manager for private label… I had no idea what that even meant! But I thought it was a great opportunity to get closer to the commercial side of the business, which had really caught my interest in my previous job.

For five years I worked in Private Label, managing orders for products that MTN manufactures for other brands. This allowed me to understand the connection between the client, how the product works, the technical components, the different types of users, and the sectors in which aerosols operate.

Then you moved on to managing the subsidiaries project…

Exactly. By managing our own distribution channels, I learned how we applied all that previous knowledge to selling our products, how our logistics work, how we manage clients, etc.
It helped me gain a more enriched commercial perspective.

And the final move?

It happened when the company realized that its growth in the graffiti spray sector required additional sustainability through other sectors that had to be defined…

DIY stores selling Hardcore and so on…

Exactly. If you want a The North Face Summit Series jacket, you won’t find it in a general sports store—you have to go somewhere specific. It’s the same here: graffiti sprays need to be in stores for graffiti writers. If you find them in big retail chains, it creates confusion and problems.

The company needed that direction, and they saw that I was a very transversal profile—someone who understood the commercial and strategic needs of the business, and who also had the knowledge and vision to launch a DIY-focused brand that lived up to what we’ve always done in graffiti.

Really interesting… Finally, I’d like to ask something a bit more personal. At MTN people work hard, but it’s not a company known for big profiles and big salaries. What is your genuine motivation to work?

Right now, what makes me feel most fulfilled is being able to create solutions that will be useful to people. I’m lucky to be in a place where I can help decide to make things that allow people to express themselves—through graffiti, art, or even by repairing or transforming objects… and knowing that someone appreciates that these products exist.