From the streets of postwar Liverpool to the boardrooms of some of the world’s biggest brands, Peter Moore has been on the front lines of the sneaker wars, the console wars and the battle for global club soccer supremacy at the helm of one of the world’s biggest clubs. This story of the epic journey of a publican’s son, who began his professional life as a physical education teacher in North Wales before risking it all to become an immigrant to the United States seeking better life opportunities, is a quintessential lesson in what’s possible when a motivated person can leverage personal assets and accompany them with an indefatigable can-do attitude. Moore traces a career that includes senior positions at Patrick Sports Shoes, Reebok, Sega, Xbox, EA and Liverpool FC, collecting along the way the hard lessons gleaned from valiant challenger brands, as well as personal insights acquired learning the landscape of each new industry he encountered. Over the span of a tumultuous era, he