Tracksmith’s brand purpose: To celebrate the competitive spirit that unites
runners around the world and support dedicated runners at every stage of their
journey.
As an independent running brand founded on a deep love of the sport, New
England-based Tracksmith makes high-quality,
sustainably produced running apparel and products for runners committed to the
personal pursuit of excellence. It sources from suppliers that can provide
materials that will stand the test of time and miles, and materials that meet
environmental standards such as
bluesign®
or OEKO-TEX® Certification. Its global manufacturing partners adhere to the
highest supply chain standards and the brand’s Code of
Conduct
as a prerequisite for doing business. And it actively invests in diversity,
equity and inclusion initiatives — from the stories it tells to how it allocates
resources and builds its team.
Tracksmith also aims to support dedicated runners at every stage of their
journey through accessible programming, free in-person training, and community
newsletters that provide free
training advice and celebrate local running communities. Other initiatives such
as its Fellowship
and Amateur Support
Program encourage
personal development and amplify new voices within the sport. And the
Tracksmith
Foundation
seeks to fund opportunities for youth and young adults to participate in track
and field.
All of these initiatives come back to stories, says Tracksmith Brand President Ryan
Eckel. And with experience growing
brands including Puma and Dick’s Sporting Goods, Eckel says storytelling is key
to Tracksmith’s success.
“A strong brand narrative acts like a beacon to pull people in by crafting
products, experiences, and communications that work harmoniously to make
customers feel something deeper than the products themselves,” he says. “Every
time your brand has an opportunity to interact with its customers, recognize
that each of those interactions contributes to your brand’s overall story.”
Here are five ways Eckel suggests you reconsider your own brand’s interconnectedness with its consumers from a story perspective.
-
Play this Game to Eliminate 80% of Ocean Plastic Leakage by 2040!
Join us as rePurpose Global co-founder Aditya Siroya leads us through a fun and interactive game exploring the complexities of the global plastic waste crisis and a range of factors in crafting effective solutions — Friday, May 10, at Brand-Led Culture Change.
Know your story. Crystalize and sharpen your brand narrative — why your
brand exists and the role it serves. And the simpler you can craft this
story, the better.
-
Commit to your story. Be decisive and confident in aligning your
organization around your story. In a world where seemingly everything is A/B
tested, resist the urge to A/B test core elements of your story. Instead,
let your story guide your decisions and actions at the highest level — from
strategy to product to brand communications to real-world interactions.
-
Connect that story to people in meaningful ways. Focus on building true
emotional connections with your audience; and remember that most of those
connections happen outside of conventional marketing channels.
-
Stick to your POV. Having a strong brand narrative often means having a
story with a strong point of view, rooted in the brand belief, that creates
some tension (in the literary sense); and strong points of view can be
polarizing. That’s OK — and it probably means your story is sharp,
differentiated and provocative. Stay focused on your core audience, and
they’ll love you for staying true to your beliefs.
-
Think of your brand story as a book. Organize your brand narrative into
chapters and keep the plot moving to keep it interesting while staying true
to the beliefs and values underlying the story.
This is how a brand becomes part of someone’s identity, Eckel says; and it only
works if what a brand represents is broadly understood.
“What customers really feel when they experience these things, and what ties
them all together, are shared beliefs and shared values.”
To read more on how Tracksmith, Tony’s Chocolonely and other brands are proving their purpose — and how yours can, too — check out the following resources:
Published Jan 23, 2024 8am EST / 5am PST / 1pm GMT / 2pm CET
Content Director | Purpose + Sustainability
Jen Mazi is a sustainability writer and content director at Barkley — a marketing consultancy and Certified B. Corporation™ that believes all brands can be a force for good in the world.
Sponsored Content
/ This article is sponsored by
BarkleyOKRP.
This article, produced in cooperation with the Sustainable Brands editorial team, has been paid for by one of our sponsors.