Tracksmith CEO Matt Taylor: “We want Tracksmith to be around for 100 years. That requires delayed gratification, true human connection with consumers, and thinking beyond just Facebook ads.”
Longtime subscriber Colin Nagy chats with Tracksmith’s Matt Taylor about his approach to building Tracksmith into one of the more cohesive modern brands of the moment. Says Matt: “We live in a world where instant gratification reigns supreme. Tweets, headlines, soundbites––we’ve lost our ability to go deeper and wider. But I’m a runner and running requires building a strong foundation or base. You don’t win the race on the first day. You have to accept delayed gratification.”
Luke Scheybeler: “Modern luxury, status, and the death of discretion.”
As Kering’s François-Henri Pinault and LVMH’s Bernard Arnault publicly pledged €100M and €200M, respectively, to rebuild Notre-Dame after last month’s fire, Scheybeler couldn’t help but wonder whether it might have been better for this money to be given discreetly and without the publicity. And whether it was more “luxury” to give quietly––or to make a grand gesture and seduce others into supporting the cause––and what it might say about the modern luxury philosophy, given that we’re asking such questions.
Growth markets: China hogs the headlines, but for emerging brands, mature markets matter far more.
We spoke to several modern luxury brands to ask: Is the Chinese market really a growth market for them? And if not, which markets are? (1221 words)
Tracksmith channels Rapha with new ‘Trackhouse’ running hub.
Tracksmith is opening up a new retail concept in one of Boston’s key shopping districts. The idea reminds us of Rapha’s Cycling Club (which is a good thing). (593 words)
Roundup: An ongoing (running) list of Tracksmith’s brandbooks.
Tracksmith continues to release incredible digital brand catalogues. We’ve compiled an ongoing list of every single one dating back to 2015.
The Reboot: Relaunching Fila as the Rapha for the tennis market.
In a new regular feature, we take Fila from a low-end, discount sportswear producer, to an upmarket brand that celebrates is golden-era tennis pedigree and doubles down on technical innovation.
As Paul Evans sidesteps the VC circuit, other fast-risers, like Tracksmith and Lively, embrace it.
The modern luxury economy is poised to explode over the next five years. For brands to enjoy the bounty, they’ll need to find strategic investors who can offer more than just a check.
