Niche, beautifully branded premium brands are creating waves in the
sports apparel industry by focusing on one sport only, developing genuine
expertise and connecting to enthusiast audiences through cleverly
executed social media and community platforms. This started with Rapha,
the premium cycle brand, and was followed in the past year by adventurist
line Bowndling, founded by advertising strategist Collyn Ahart, surf label
Finisterre, U.S. surf line Saturdays and Tracksmith, the new running venture
by Rapha co-founder Luke Scheybeler. Rather than attempt to be the
master of all categories, as many traditional global sports groups have
done in the past decade, these brands proudly focus on just one, producing
premium, high-tech goods with a refined design aesthetic and using social
media and content to build cult followings among fans. Some are not sold
in stores but are available only via the brand’s website, allowing products to
be wrapped in storytelling and not diluted by
second-party retail.
Niche, beautifully branded premium brands are creating waves in the
sports apparel industry by focusing on one sport only, developing genuine
expertise and connecting to enthusiast audiences through cleverly
executed social media and community platforms. This started with Rapha,
the premium cycle brand, and was followed in the past year by adventurist
line Bowndling, founded by advertising strategist Collyn Ahart, surf label
Finisterre, U.S. surf line Saturdays and Tracksmith, the new running venture
by Rapha co-founder Luke Scheybeler. Rather than attempt to be the
master of all categories, as many traditional global sports groups have
done in the past decade, these brands proudly focus on just one, producing
premium, high-tech goods with a refined design aesthetic and using social
media and content to build cult followings among fans. Some are not sold
in stores but are available only via the brand’s website, allowing products to
be wrapped in storytelling and not diluted by
second-party retail.
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