How Tracksmith is Running Circles Around Every Other Running Brand...
Tracksmith has been able to cultivate a cult like following through their winning marketing strategy, let's dive into it...
Happy Monday!
This week, we’re diving into Tracksmith, America’s cult running brand that has mastered the art of content marketing. Founded in 2014 by Matt Taylor, a former Puma marketing executive, Tracksmith was born from his frustration with how legacy running brands diluted their messaging to appeal to a broader fitness market. Instead, Tracksmith set its sights on serving the passionate, amateur runner.
So, what makes Tracksmith’s content marketing strategy a winner? Let’s break it down:
1. Build a Lifestyle, Not Just a Brand
Tracksmith doesn’t just sell running gear; it celebrates the lifestyle of running. From their quarterly magazine Meter to their cinematic emotionally driven storytelling campaigns, their content is more than selling a product— its storytelling that attaches the customers emotion to the brand. Their Year of the Amateur campaign which drove 25,000+ followers and over 6M views.
Key Takeaway: The best content aligns with your audience’s beliefs, values, and passions. Tracksmith stays hyper-focused on the non professional yet competitive runner and avoids trends or content that doesn’t feed into this content pillar. They are super dialled in on their audience.
2. Create Your Own Media Hub
Tracksmith’s content ecosystem is a masterclass in owning your distribution channels. They are constantly pushing content to engage with their audience through different mediums.
Their three main distribution channels are:
Magazine: Meter is the quarterly magazine that highlights the hidden side of running culture with no overt ads. This is how they cater to their community of committed competitive runners.
Blog: ‘Stories that inform’ is their blog in which they use inspirational stories as a way to foster emotional connections with their customers
YouTube: A combination of short form and long form content around running, they've amassed millions of views on their running series such as That’s Running, seasonal campaigns, and The Last Interview.
Key Takeaway: Invest in your content, distribute quality content through a variety of channels to keep engaging with your audience.
3. Put Community First
Tracksmith’s relentless focus on community engagement is what truly sets them apart:
They have community leads and managers globally to create local community groups who share a passion for running.
They host multiple free runs and in person events to bring runners of all levels together in real life to connect, compete and chat.
They have a fellowship programme where they award grants and a platform for emerging creatives in running.
Key Takeaway: Big or small, brands thrive when they’re on the ground, creating genuine connections with their audience.
4. Empower Athletes with Authentic Initiatives
With the rise of NIL (Name, Image, and Likeness) opportunities for college athletes, Tracksmith seized the chance to connect with the next generation of runners and actively invest in their development. Through the Tracksmith Varsity Club NIL program, the brand supports collegiate track and field athletes by providing them with gear, one-on-one mentorship, and exclusive seminars led by professional athletes, agents, and coaches. This initiative not only helps young athletes successfully navigate the transition to their post-collegiate careers but also positions Tracksmith to engage meaningfully with a highly influential Gen Z audience.
Key Takeaway: By forming authentic partnerships with athletes early in their careers, brands can foster long-term loyalty and grow alongside these athletes as their stories and fan bases evolve.
The Winning Formula
Tracksmith’s secret? A three-pronged approach to content:
Harness the power of branded storytelling - going beyond pushing products and focus on pulling people in through emotive content
Community not customers - create a genuine community that aligns with your brand philosophy and pour into them via various touch points
Multiple channels one message - deliver a consistent brand story across multiple channels using varied formats.
The result? A cult-like following and a brand that feels personal, not corporate.