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 clothing like jackets, tights—anything more complex than a simple pair of shorts, really—to lag behind. For a slight premium, runners can Nike Air Max Thea Dam get Nike Air Pegasus 83 Dam 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? The out-there personalities drawn to the partying extremes of the skating lifestyle needed an outlet that wouldn't wreck their livers, Nike Air Max 1 Dámské 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 of hype and scarcity. These brands won’t ever challenge Nike for scale. They sell thousands of units a year, not millions. But Nike Air Max Tavas Dámské building Nike Air Max Tavas Dam 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. “That’s very satisfying.” Making stuff people love is also crucial to running a small business, he says: “If we didn’t have that,Adidas Stan Smith Mujer 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 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.Nike Air Max 90 Dam Vit (They also Nike Air Max 90 Herren BlauInstagram 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 it, we want you to feel like you're buying something that's special and that's a little bit different than what's out there. You're Nike Air Pegasus 83 Damen Herren 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 a handful of people who are also looking for something similar," Noah's Babenzien says. "It’s not trying to turn it into a big Nike Air Max 2017 Damen running brand. It’s about Nike Roshe Run Damdoing fun, specific things that nobody else would ever touch."
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