I think about AI campaigns, the dated marketing funnel, a modern business strategy for athletes and creators plus a heavily used art direction playbook.
Great article Matt! I don’t buy the shift from funnel to flywheel and a purely product-led approach. :-)
Look at New Balance’s recent success—80% of their spend is now focused on emotional storytelling, deeply connecting the brand to culture. Their latest campaigns with Shohei Ohtani and Coco Gauff are perfect examples. On’s Super Bowl spot with Elmo and Roger Federer is also brand- and emotion-driven.
Brand marketing’s role is to build awareness and consideration, priming consumers before they make a purchase. That’s crucial in categories like performance footwear, where people typically buy only 1–2 pairs a year. If your brand isn’t top of mind when they walk into a store or browse online to buy you product, you’re in a tough spot.
I of course completely agree. I like trying to digest ideas that run counter to my own view. In this case my own instinct is to flip brand and product on the flywheel so the brand comes in earlier and attracts the customers to begin the process. I read a lot about product led strategies and with some exceptions I just don’t see it working. Any product that isn’t a commodity needs context to have full value and that’s why brand needs to set it all up first.
I agree that “AI as marketing novelty” is foolish. One note is that models have become (nearly) exponentially more energy efficient since that MIT study was published in Dec 2023.
Happy to link to sources if that would be helpful.
Oh man it could be so many things, there isn't a finite list. It's up to you! It completely depends on your interests. Media, apparel, packs, race events, caps, socks, nutrition, coaching - there are so many options these are just the obvious ones. Maybe it isn't even in running at all! I've heard of athletes being offered sponsorships that include equity in small brands, that could be an option. Kilian started a footwear brand, Emelie has a nutrition brand, DBo went media, Tollefson has a race series. I'm sure there are more examples.
Great take on the art direction playbook. I think the biggest issue is that all these brands have come about around the same time with the same mindset using the same reference points. In the end when its all branding and no product differentiation, what will keep them alive? We know that 5 years or so from now many of these brands will not exist, because they didn't differentiate now.
Great article Matt! I don’t buy the shift from funnel to flywheel and a purely product-led approach. :-)
Look at New Balance’s recent success—80% of their spend is now focused on emotional storytelling, deeply connecting the brand to culture. Their latest campaigns with Shohei Ohtani and Coco Gauff are perfect examples. On’s Super Bowl spot with Elmo and Roger Federer is also brand- and emotion-driven.
Brand marketing’s role is to build awareness and consideration, priming consumers before they make a purchase. That’s crucial in categories like performance footwear, where people typically buy only 1–2 pairs a year. If your brand isn’t top of mind when they walk into a store or browse online to buy you product, you’re in a tough spot.
I of course completely agree. I like trying to digest ideas that run counter to my own view. In this case my own instinct is to flip brand and product on the flywheel so the brand comes in earlier and attracts the customers to begin the process. I read a lot about product led strategies and with some exceptions I just don’t see it working. Any product that isn’t a commodity needs context to have full value and that’s why brand needs to set it all up first.
I agree that “AI as marketing novelty” is foolish. One note is that models have become (nearly) exponentially more energy efficient since that MIT study was published in Dec 2023.
Happy to link to sources if that would be helpful.
Beige, ick. 😇
What type of equity business can athletes pursue, then?
Oh man it could be so many things, there isn't a finite list. It's up to you! It completely depends on your interests. Media, apparel, packs, race events, caps, socks, nutrition, coaching - there are so many options these are just the obvious ones. Maybe it isn't even in running at all! I've heard of athletes being offered sponsorships that include equity in small brands, that could be an option. Kilian started a footwear brand, Emelie has a nutrition brand, DBo went media, Tollefson has a race series. I'm sure there are more examples.
Thanks for sharing Nat’s framework. Very helpful!
The HYROX / ripped IG hybrid guy aesthetic crushes on Instagram so everyone is using that formula. “Lock in” type deal
I agree, I see that one a lot too. The Nick Bare vibe.
Great take on the art direction playbook. I think the biggest issue is that all these brands have come about around the same time with the same mindset using the same reference points. In the end when its all branding and no product differentiation, what will keep them alive? We know that 5 years or so from now many of these brands will not exist, because they didn't differentiate now.