– see ourselves as a luxury
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The point is that running apparel isn't just Adidas and Nike anymore. The big companies created an opening for smaller ones. They focus the majority of their R&D on shoe technology, leaving technical Nike Air Pegasus 83 Dam clothing like jackets, tights—anything more complex than a simple pair of shorts, really—to lag behind. For a slight premium, runners can get something that will last longer and function better. The community Bresnen found at his local running store, he says, is the closest thing to the skate shops he frequented growing up: people hanging around, swapping stories, tips, and locations. Another reason for the transition? Adidas Superstar Mujer Rosa The out-there Nike Air Max 90 Damen personalities drawn to the partying extremes of the skating lifestyle needed an outlet that wouldn't wreck their livers, and running provided it. Some of these founders ran, literally, into a world with thousands of other people desperate to buy something that just...wasn't ugly. Running didn't have to be dorky, they realized. And one quick way to make that shift was to use the time-tested streetwear tactics Nike Roshe Run Damen of hype and scarcity. These brands won’t ever challenge Nike for scale. They sell thousands of units a year, not millions. But building is a sustainable business is about making one-on-one connections with individual buyers, then engendering loyalty rather than wholesaling themselves to death. “We have a high [Net Promoter Score] store, high repeat customers, and high basket value,” Soar founder Tim Soar says. Adidas NMD Mujer Rosa “That’s very Nike Air Max TN Damen satisfying.” Making stuff people love is also crucial to running a small business, he says: “If we didn’t have that, we’d be screwed, frankly.” They’ll also get something that scratches a certain tough-to-define itch. These brands understand that their customers want to wear something well-made, but just as important is wearing something that makes a statement about your values, your taste, and your sense Nike Air Max Zero Damen Adidas Superstar Hombre of style. $95 compression shorts, a $200 rain jacket, or a $48 “Twilight Tank” all mark you as the member of a cool, healthy tribe. (They also Instagram very well.) The higher price point is part of the appeal, like joining a semi-exclusive, cool kids club. "We don't want to be in a battle for price," Ciele's Jeremy Bresnen says of his company’s $45 day-glo hats. "We see ourselves as a luxury brand. When you buy Nike Air Max 1 Dam it, we want you to Nike Air Max Zero Dam feel like you're buying something that's special and that's a little bit different than what's out there. You're stoked to have it and stoked to wear it." The brands are expensive and technical, yes, but they also invoke a bit of style and whimsy, an unusual statement in a world where running apparel typically skews, well, ugly. "I feel like if there’s something that I’m looking for, there are probably Nike Air Huarache Dam a Nike Air Max 90 Damen Blumen handful of people who are also looking for something similar," Noah's Babenzien says. "It’s not trying to turn it into a big running brand. It’s about doing fun, specific things that nobody else would ever touch."