I connected with company co-founder Matt Taylor this fall and he describes Canada as an “important market.” We make up Tracksmith’s second-largest market outside the U.S. and account for 20 per cent of its international sales.Article content
Kinsey Middleton became the first Canadian woman to win the Ottawa Marathon this spring. She raced in the Tracksmith Bell Lap Top.Taylor says he founded Tracksmith as a way to connect with runners who’d been left out. Big athletic brands seemed to target professional athletes or water down messaging to appeal broadly to people interested in health and wellness.
“I think culturally we’ve been able to come in and establish a brand that resonates with those committed runners,” Taylor says. “We’ve hit on an emotional part of the sport that resonates with a lot of people and so it’s less about a transaction of ‘I need a pair of shorts’ and it’s more connection to the brand and its ethos.”
Part of this comes from the gear itself — “at the end of the day, you need great product,” Taylor says — but it’s also about how the company markets itself and leans into sharing stories about running in its social media and marketing materials. The company is so passionate about storytelling that it funds anThis advertisement has not loaded yet, but your article continues below.