Second Nature Launching An Outdoor Brand
Jan 10, 2025
Matt Sims, founder of Courier and a former Lululemon and Fox Racing specialist, shares his journey of launching high-performance socks for athletes. He discusses the importance of building genuine relationships in sports marketing and how intention shapes outdoor gear choices. Matt reflects on the challenges faced while reviving passion in stagnant industries and emphasizes adaptability in brand launches. His insights into creating a community around performance gear and the excitement of innovative products like NeuroGum make for a compelling listen.
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Additive Relationships
- Bring value to the people around you, especially athletes.
- Being additive in relationships, rather than extractive, builds stronger connections.
Lulu's Athlete Program
- Matt Sims' early work at Lululemon involved building relationships with athletes without financial compensation.
- This approach fostered goodwill and a willingness among athletes to support the brand.
Choosing the Right Athletes
- Partner with athletes based on their character and values, not just their competitive results.
- Supporting good people ensures brand consistency and attracts a like-minded audience.