💰How to Build a Brand that Outruns the Giants

The air is crisp, and bagel lines wrap around the corner.

It can only mean one thing: New York City Marathon weekend has arrived.

Walking around the city, it looks like Fashion Week but instead of high end designer clothing, everyone seems to be dressed head to toe in the latest running apparel. 

But it’s not from Nike, Adidas, or Brooks – It’s names like Satisfy, Bandit, Minted and Endorphins.

These niche brands seemingly appeared out of nowhere but marking a powerful shift in the running community that goes beyond performance gear.

What’s happening here, and what can we learn from these startup brands, especially about resonating with audiences?

Your Brand is How Your Customers Want To Be Seen

Your brand is a reflection of how your audience wants to be perceived, a symbol they proudly wear to say, “This is who I am.”

Take Tracksmith and Bandit, two brands that have cornered specific subcultures within the running world.

At first glance, they might look similar – both sell high-quality, running-focused apparel, and neither relies on exclusive patents or groundbreaking technology. Yet, their brands resonate for entirely different reasons.

• Tracksmith: This brand symbolizes heritage and is a nod to elite athleticism. Founded by former PUMA executive Matt Taylor, Tracksmith positions itself against the “watered-down fitness messaging” dominating mainstream sportswear. It is aspirational for runners who crave authenticity and achievement.

• Bandit: In contrast, they embrace a raw, rebellious energy. Named after race ‘bandits’, runners who join events without official registration, this brand captures the underground, unsanctioned essence of running culture. Their following isn’t just about speed; it’s about showing up and being part of a community that celebrates the grit of running.

Both brands show us that the key isn’t just about what you sell; it’s about who you represent.

Your goal is to set a vision that is aspirational for your target customer, not to appeal to the largest possible audience.

Leverage Local voices

Fortunately, mega-brands do have a weakness: Trying to be everything to everyone will never be enough to corner the market, especially the local market.

For niche, community-driven brands, high-profile celebrity endorsements aren’t in the budget. 

Instead, they’re turning to a different strategy: partnering with respected figures within the running community – often local influencers with sub 50,000 followers who embody the same ethos as their brand.

These influencers aren’t just faces; they’re active participants who regularly interact with the brand’s audience. For example, Bandit partners with community leaders who host weekly run clubs, race wearing the brand’s products, and will organize panel discussions on how to get a faster marathon time.

This approach leverages trust within tight-knit communities, allowing brands to grow organically through voices that are more relatable and attainable than seeing paid ads.

These influencers often feel like one of “us,” not someone placed on a pedestal.

If going down this path, less is more. Partner with people who align with your vision and offer incentive through a revenue share model to start. This will protect you from high initial costs.

Emotional Connection as the Ultimate Brand Differentiator

In DTC marketing, one of the most valuable assets a brand can cultivate is an emotional connection with its audience.

Steve Jobs once said that brands have only seconds to make an impression.

Bandit nails this on their homepage, using evocative images that convey a sense of identity rather than simply showcasing products. They’re selling an outcome, not just clothing

Their spring 2024 collection launch isn’t about functional features; it’s about showing a mindset and lifestyle that resonates deeply with their audience. For today’s brands, the question isn’t “What do you sell?” but rather “How does what you sell make your customers feel?”

Become Part of Weekly Routine

We’ve heard so much recently about building ‘community’ but I’d go one step further and say, become a fixture in your customers calendar.

Create events that bring people together, even though it’s not a direct revenue earner.

Again, Bandit excels here. Its Sunday recovery sessions aren’t just perks for members; they’re weekly community events that strengthen brand loyalty by bringing people together around a shared experience. For Bandit, the focus is community first, sales second, a rare approach in today’s high sales landscape.

Post-COVID, the need for genuine connection is stronger than ever.

By creating these experiences, whether through community runs, local pop-ups, or exclusive recovery sessions you offer a way to reconnect in a world where face-to-face time has become scarce and valuable.

As a result, the value customers place on your brand compounds.

The Broader Lesson: How Other Niche Markets Can Thrive

The success of these running brands isn’t confined to the running community. It reflects a larger shift toward niche, community-driven markets across industries.

As consumers seek to identify with brands that reflect their values, there’s an opportunity for other markets, from cycling to indie coffee to fashion to apply the same principles.

Whether you’re building a craft coffee business or an indie clothing line, there’s a strong opportunity to own a sub-culture of the market.

Now, I hear you say that you want to build a multi-million brand and sticking to one niche doesn’t get you there. My advice? Start small and scale up from there…and if the line at this week’s apparel pop ups are anything to go by – there is absolutely money to be made

But Remember, Brand Alone Isn’t Enough

A strong brand will grab attention, but long-term success also demands solid marketing fundamentals.

Get your brand story right and then deliver it to the right audience on the right platforms.

Now excuse me, I need to go rest my legs. All this running talk is making me tired.

Luke

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