Thread by @rezakhadjavi

1/ Want to understand what it takes to build an iconic brand that will last 100+ years? Pay attention to how @tracksmith is executing.

2/ In the midst of an industry-wide addiction to paid media, a rush and obsession to scale to the moon overnight, the team at @tracksmith (true to their runner mentality) are masterfully running a marathon.

3/ Purpose, storytelling, community & experiences. This is the foundation of a brand strategy that will position @tracksmith as one of the greatest exemplars of the DTC model.

4/ It is the moat that will ensure their defensibility and relieve dependance on any single channel for growth.

5/ Purpose:

It starts with "why". This transcends commerce or buying a great product. It helps people become who they aspire to be. That's powerful.

tracksmith.com/pages/about

6/ Storytelling:

A strong sense of purpose is then amplified with storytelling and content. Beautifully designed print issues, runner profiles and digital content to engage an audience.

journal.tracksmith.com

7/ Community:

This audience is then brought together to form a vibrant community around the purpose.

tracksmith.com/pages/hare-ac-…

8/ Experiences:

From the Trackhouse that hosts weekly group runs, to training programs for the Boston Marathon, events and experiences are then the flywheel that make the whole thing spin.

journal.tracksmith.com/marathon-2018

9/ The execution is simply perfect👌

10/ Glad we’re able to play a small part in your journey. Thanks for having me yesterday, @HysBrian!