Breaking into America
The founders faced the challenge of establishing their brand in the competitive U.S. market, particularly in Portland, the heart of the shoe industry. Rather than directly competing with giants like Nike, they chose to carve out their own niche with innovative technology and a focus on endurance sports. They also navigated branding hurdles, learning to adapt their name and logo to better resonate with American consumers, even leveraging unexpected keywords for online visibility.In this clip
From this podcast
How I Built This
On athletic shoes: Olivier Bernhard and Caspar Coppetti
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