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Secret Leaders with Dan Murray-Serter & Chris Donnelly
The $1BN CEO who has beat Nike and Adidas in 9 years
Feb 4, 2025
Tom Beahon, co-founder of Castore, shares his inspiring journey of taking on sportswear titans Nike and Adidas. He reveals the innovative strategies that helped Castore rise in nine short years and how he secured tennis star Andy Murray as a brand ambassador. Tom discusses the challenges of building a brand from scratch, navigating sports sponsorships, and adapting to market dynamics post-COVID. His insights into resilience, authenticity, and the importance of storytelling in business make for an engaging conversation in the competitive sports industry.
01:11:50
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Quick takeaways
- Tom Beahon emphasizes the importance of a fresh perspective and self-belief in challenging established brands like Nike and Adidas.
- Strategic partnerships with sports teams allowed Castore to enhance visibility and drive significant revenue, leveraging flexible agreements.
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