Successfully building strategies for brands to reach the next generation of consumers since 1995.
Founded in 1995 in Burlington, Vermont, Fuse has grown from a niche sports marketing start-up into an award-winning, full service agency known for its bold creativity, deep cultural insight and long-standing client partnerships. Now celebrating its 30th anniversary, the leading independently owned youth marketing agency is proud to be helping brands connect authentically with teens and young adults.
“Thirty years in, and we’re just getting started. The platforms will change. The tools will change. But our mission—connecting brands with teenagers, college students and young adults through authenticity and innovation—will always stay the same.” – Issa Sawabini, Partner at Fuse
As Fuse marks its 30th anniversary, the agency isn’t just celebrating its legacy—it’s laying the groundwork for the future. The next era of youth marketing will be defined by rapid shifts in technology, culture, and communication. From the evolution of digital platforms and the influence of social media creators to immersive experiential activations, Fuse will continue to provide marketing strategies that will help brands earn relevance with the next generation of consumers—digitally, and in real life.
Fuse originally launched as “Fuse Sports Marketing” in 1995, with Burton Snowboards as its first client. The agency later removed “Sports” from its name to broaden its focus around connecting brands with teens and young adults in all capacities, building on the core foundation of reaching the next generation of consumers. Issa Sawabini—who began at Fuse as an intern in 1999—officially joined as a partner in 2014, bringing a deep understanding of youth culture and a passion for the agency’s mission. Sawabini has since been named one of the 40 most influential people in sports by Sports Business Journal (SBJ) and quoted in Forbes, AdAge, SBJ, USA Today and other national publications as one of the foremost marketing experts in youth culture.
Julie Jatlow, who has been with Fuse for over two decades prior to working in resort marketing at Stowe, elevated her role to partner alongside Sawabini in 2020. Since then, she has been honored as a Game Changer by Sports Business Journal, nationally recognized alongside an elite group of 400 women for her leadership, innovation, accomplishments, and impact on the business of sports.
With Issa and Julie’s leadership, Fuse remains 100% independently owned, led by those who helped build its reputation from the inside out.
“Fuse has always stood out for its ability to evolve while staying true to what matters—authenticity, innovation, and youth-first thinking. When I became a partner, I saw the potential to make a real impact—and that spirit continues to guide us today. Whether it’s concepting new brand designs or executing all types of events and sampling activations across college campuses, at the Superbowl and at popular music festivals like the Warped Tour, our clients know we understand the nuances of youth culture because we’ve lived it for 30 years.” – Julie Jatlow, Partner at Fuse
Fuse has built a reputation as the go-to agency for sports, sampling, campus, culture, and customer marketing—specializing in building and executing award-winning programs for some of the world’s most innovative brands. Services span brand strategy, experiential marketing, social and digital media, PR, and creative—all grounded in a deep understanding of youth culture and consumer behavior.
Over the years, the agency has worked with Fortune 500 brands such as Gatorade, Pepsi and Amazon, popular social platform TikTok, leading global sportswear brands including Nike and Puma, while also supporting relevant local and regional partners such as the University of Vermont. Long-term relationships remain a cornerstone of the agency’s success—Mountain Dew, for example, has been a client since 1997.
As Fuse continues to expand its reach—from its roots in action sports to large-scale campus activations and cultural marketing programs—the agency has also remained deeply committed to its people, with employees located around the country and at its Vermont home base. The Fuse team enjoys a staff culture that reflects its values: ski passes and biking incentives to encourage outdoor activity, dog-friendly offices, birthdays off, and a strong emphasis on work-life balance.
“We practice what we preach. We believe you do your best work when you live a balanced, inspired life—and we’ve built a culture where our team, which is comprised of industry veterans and emerging superstars, can thrive creatively and personally.” –Jatlow