Missy Park, founder and CEO of Title IX, shares her inspiring journey from a college basketball player to the creator of a $100 million women's sportswear brand. She lovingly recounts the challenges of launching her mail-order catalog in 1989, driven by her frustration with ill-fitting athletic apparel. Missy reflects on Title IX's pivotal role in shaping women's sports and her unique approach to business, focusing on incremental successes and customer loyalty. With humor and heart, she emphasizes the need for representation in athletic gear, as well as the broader impacts of her $1 million donation to women's soccer.
Missy Park founded Title IX in 1989 to address the lack of functional athletic wear tailored for women, filling a critical market gap.
Despite early challenges, Park focused on sustainable growth without outside investment, prioritizing company culture over rapid expansion for long-term success.
Title IX's grassroots marketing strategies strengthened customer relationships and loyalty, crucially building a community around women's empowerment in sports.
Deep dives
The Birth of Title IX: A Vision for Women's Sports Apparel
Missy Park's frustration with inadequate sports apparel for women led her to establish Title IX in 1989, one of the earliest brands exclusively catering to women's athletic wear. At a time when sports bras were barely recognized, Park recognized a gap in the market and decided to create a solution that resonated with the unique needs of female athletes. Despite a rocky start, including a dismal response to the initial mail-order catalog, the essential demand for well-fitting, functional sports gear became clear through customer feedback. This realization marked a pivotal moment for Title IX, signaling the beginning of its journey to address the specific needs of women in sports.
Navigating Challenges and Building Culture
The early years of Title IX were fraught with challenges, including overwhelming debt and slow sales momentum. Park maintained a focus on slow but steady growth, prioritizing the company culture and fostering a supportive environment over aggressive expansion. By bootstrapping the business and avoiding outside investors, Title IX was able to make thoughtful decisions that built a sustainable company ethos. This deliberate and patient approach allowed the brand to grow organically while staying true to its mission, even as competitive pressures loomed from larger companies.
Shifts in Marketing and Consumer Engagement
As Title IX developed, it leaned heavily on grassroots marketing strategies, participating in races and events to engage directly with potential customers. This approach allowed the brand not only to sell products but also to cultivate a loyal customer base that resonated with its mission. Park emphasized the importance of relationship-building with customers, ensuring that their needs were understood and met, leading to lasting brand loyalty. The sales of sports bras, in particular, became a cornerstone, as women increasingly recognized the importance of specialized gear in their athletic pursuits.
Adapting to Change: The Digital Shift
The onset of the digital age necessitated a strategic pivot for Title IX, prompting the brand to shift from a traditional print model to a more digital-centric approach due to declining sales. Though slow to embrace this change, the leadership recognized the need to adapt to evolving market dynamics, particularly as consumer behavior shifted online. This transition allowed Title IX to revamp its marketing and operational strategies, ultimately enhancing its reach and effectiveness in a competitive landscape. Through this adaptability, Title IX managed to navigate economic downturns and emerge more robust, with a significant tilt towards e-commerce.
Philosophy of Ownership and Future Aspirations
Missy Park articulates a strong philosophy regarding the ownership structure of Title IX, having built the company without external investors, thus maintaining complete control over its direction. Her commitment to fostering female leadership within the company reflects a broader vision of sustaining the legacy of women's empowerment in sports. As she contemplates the future, Park is focused on succession and leadership transition, aiming to pass the torch to the next generation of women entrepreneurs. This forward-looking perspective underlines her desire not only for Title IX to thrive but to continue to empower women in sports long after her departure.
As a college basketball player, Missy Park was lucky to grow up during the early era of Title IX, the 1972 law that created new opportunities for young women in sports. But in the years before Lululemon and Athleta, activewear for women was either ill-fitting or non-existent. So in 1989—with little experience in apparel or retail—Missy launched a female version of Nike. She sent out a mail-order catalog of running shorts, tights, and (at the last minute) sports bras, naming her company for the law that had opened doors for her to compete. Over the years, Title Nine kept "hitting singles," eventually growing into a $100 million business without ever taking outside investment. Today, Missy remains the sole owner.
This episode was produced by J.C. Howard with music composed by Ramtin Arablouei. It was edited by Neva Grant with research by Claire Murashima.
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