Shades of Success

Rocking in an inflatable Zodiac boat against the wind-pitched waves of the Bering Sea, Jed Larkin ’09 scanned the sky for the vibrant orange bill of the King Eider duck. Off the shore of Alaska’s Saint Paul Island, the day was dark as night, and against the black backdrop the stars shone brighter than any Jed had ever seen back in Baltimore. In that moment he felt nothing but gratitude for his life’s journey and the lights that guided him along the way. 

“Although the path to where I wanted to be in life didn’t always happen the way I wanted or as fast as I wanted, I sit back now, and I feel so fulfilled,” he reflects. 

Growing up in Catonsville, Jed was an active kid. He loved sports, especially lacrosse, and was always searching for “the next adventure” with his friends. With a long legacy of Larkins at Mount Saint Joseph, including his dad, John ’82, his high school decision was a no-brainer. He went on to study economics at the University of Maryland but was still drawn to the world of sports and outdoor adventure. Freshman year, he eagerly applied for an internship with Baltimore-based sports performance brand Under Armour. He wasn’t selected the first time around, but the disappointment didn’t deter him from continuing to pursue his goals. 

“When I look back on it, I knew I could always count on myself and the fact that I had no other option but to outwork everyone around me,” he says. “I surrounded myself with friends that were better athletes, better students, stronger people than me to help push myself. I had faith in the Lord’s plan for me and that gave me the confidence to chase my dreams, to try new things, to pick myself up and push myself forward.” 

He applied again the following year, and again, was passed over. A few weeks later he got a call that the intern they’d accepted backed out and the job was his if he still wanted it. So, he was brought on to the team as a Brand Marketing Rookie and soon proved himself invaluable, maintaining the internship all the way through graduation. 

The starlit Alaskan duck hunt was just one of many exciting excursions during Jed’s 10 years at Under Armour. After completing his internship, he was hired as the Global Outdoor Marketing Coordinator and eventually became senior lead for the department, overseeing strategy, creative, events, social media—“a dream for any true marketer, having your hands in every part of the consumer journey,” he says. Jed’s position allowed him to marry his lifelong passion for the outdoors with his knack for storytelling. 

One of the most memorable campaigns Jed helped launch at Under Armour was called “The Only Way is Through.” “We looked at consumer insights, data, sales trends, our opportunities to win in different sport categories, and we launched this campaign that was all about inspiring and empowering athletes across the globe to become the best versions of themselves, to push through adversity,” he explains. “It wasn’t just about achievements on the field or on the court.” The campaign extended into the broader community as the company engaged in philanthropy to support their message. 

“It was a true full funnel, holistic campaign that left the digital and print space and focused on the consumer in the community and giving back,” he continues. “At that point in my career, we had never dove that deep into a campaign before, and I think it sparked a lot of where I am today and what I think a great campaign could look like.” 

In fact, this “community model” has become an integral part of the strategy he employs in his current role as the Brand Marketing Director at Costa Sunglasses. The transition to Costa was a natural progression for Jed; he’d collaborated with the brand while at Under Armour as they intersected in the fishing category. 

He was approached with the opportunity in early 2022. Coincidentally, when he got the call from Costa’s leadership team, he and his wife were vacationing in Florida within driving distance of company headquarters. All the stars seemed to be aligning, but the idea of leaving the comfort of the Baltimore bubble where he grew up and built his career and his family was a little nerve-wracking. 

However, it was those familial ties to the city he called home that ultimately became his motivation to make the move. Generations of Larkins had worked in the Baltimore seafood industry, owning stalls at Lexington, Hollins, and Belair markets. Jed’s grandfather, Jack Larkin ’55, dedicated decades to growing the business. He was also one of the early advocates for the environmental health of the Chesapeake Bay, earning an Admiral of the Chesapeake Bay award for calling for research into the effects of bay pollution. 

Costa embraces a similar mission, promoting sustainability projects and ocean conservation efforts. “Exploration quenches our thirst for adventure, but there’s more to being a true waterman,” says the company website. “It’s our sense of purpose that leaves us truly fulfilled. We are called to seek out a better world by protecting the waters we love and leaving them in a healthier place for generations to come.” 

The move to Costa felt to Jed like a chance to continue his grandfather’s legacy. “When I had the opportunity to work with Costa, it felt like a light shining down on me, like him telling me to step out of my comfort zone of everything I have in Baltimore that was set up for success, saying this could be the moment that you can be a part of something bigger,” Jed recalls. “That gave me the confidence to take the leap.” 

Since joining the Costa team down in Jupiter, Florida, Jed has been able to work on several noteworthy projects. In collaboration with Simms Fishing Products, his team helped produce a short film called Mighty Waters about legendary Bahamian fishing guide Ansil Saunders, in whose boat sat Dr. Martin Luther King Jr. fine-tuning his iconic “I’ve Been to the Mountaintop” address just four days before his assassination. Inspired by his friendship with Dr. King, Ansil became a key contributor to the independence movement in the Bahamas. Jed explains, “It was a moment for us to say our passions in life bring us together and give us the opportunity to create true impact.” 

Between Under Armour and Costa, Jed has managed hundreds of athlete and celebrity partnerships, including country singers Jason Aldean and Luke Bryan, UFC commentator and podcast host Joe Rogan, professional athlete and actor Dwayne “The Rock” Johnson, and Olympic gold medalist Lindsey Vonn. He’s helped launch innovative, award-winning products like Costa’s King Tide sunglasses, which sold out in just 14 hours. He’s traveled the world–from Argentina to Australia–collaborating with industry leaders, sharing incredible stories, and collecting priceless memories from every adventure. 

Though Jed’s path took some unexpected turns, landing him 1,000 miles south of the city that raised him, he has embraced the journey and is confident that he is exactly where God intended him to be.