Who is Max Doré, the entrepreneur behind the new Quebec media outlet that's causing a stir?

For over twenty years, Max Doré did exactly what's expected of a "successful" entrepreneur: build, scale, sell. He launched an underwear brand, UNDZ, which went from a bold project to a global movement by focusing on uncompromising marketing, eye-catching packaging, and collaborations with internationally renowned artists. Today, he's back in the spotlight with a new mission: to shake up the Quebec media landscape and give a voice back to those who still have common sense.

From UNDZ to international artists

In the early 2010s, UNDZ wasn't just another "little underwear brand" on the market. Under Max's creative and marketing direction, the brand exploded onto the scene thanks to bold campaigns, striking designs, and a surgical understanding of what 13- to 24-year-olds truly wanted. UNDZ eventually collaborated with major figures in hip-hop and streetwear, carving out a place for itself on the international stage and proving that a brand born in Quebec could compete with the big leagues.

This success attracted the attention of giants like Billabong, who hired Max as a senior consultant to refine their overall marketing to young people. As a result, he developed a rare expertise at the intersection of branding, culture, and trends, which he then reinvested back home in Quebec.

Le Socle: Turning Talent into Business

After the UNDZ adventure, Max could have simply rested on his past successes. Instead, he chose to put his skills to work for others by launching Le Socle, a business accelerator entirely dedicated to local artists and artisans. His mission: to take the raw talent of Quebec creators and help them become international commercial successes, without sacrificing authenticity or artistic vision.

With Le Socle, Max supports creators who want to make a living from their art, understand the rules of the business game, and learn how to position themselves in a saturated market without selling out. It is also within this ecosystem that he further refines his perspective on culture, the economy, digital technology… and on the glaring lack of a media outlet that speaks to creators, entrepreneurs, and citizens without filters.

Max Gold, TikTok, and the birth of a character

Alongside his business ventures, Max gained recognition on TikTok under the pseudonym Max Gold, where he built a large following with his blunt style, unfiltered analysis, and sometimes biting humor. He experimented with a simple format: taking the news, dissecting it, adding a layer of common sense, and saying out loud what many only think.

This persona allowed him to grasp a fundamental truth: there is a huge demand for direct discourse, free from special effects, toxic editing, and prefabricated moralizing. This realization led him to take the next step: transitioning from content creator to media builder.

A new independent media outlet for summer 2026

In the summer of 2026, Max launches his new news outlet, broadcast on YouTube, TikTok, and major audio platforms. The goal isn't to create "just another podcast," but to build a true competitor to 24-hour news channels, with a massive distribution structure designed to dominate digital attention in Quebec.

On the agenda: two live shows a day, a bold tone, PR-free analysis, and a simple rule—no forced political correctness, no spin, just common sense applied to issues that truly affect everyday people. This outlet aims to be a daily appointment for those tired of sanitized narratives and who want to hear from someone who's been through the wringer in business, who's experienced the highs and lows, and who speaks from real life, not PowerPoint.

Why Max Doré is a problem (and why he's here to stay)

What sets Max apart isn't just his past successes, but his ability to reinvent himself without ever losing his identity. He's gone from retail to digital media, from building brands to creating an ecosystem for creators, and then to launching an independent media outlet, all while maintaining the same guiding principles: creativity, strategy, and radical authenticity.

Approaching fifty, he embodies something many have forgotten: you can have the scars of entrepreneurship, a family, responsibilities, and still decide to start from scratch to launch a media platform that will make a real impact. Whether under the name Max Doré or Max Gold, behind UNDZ, Le Socle, or the new podcast, it's the same person at the helm: a creator who refuses to be silenced when it truly matters.