Tracksmith, Boston-based premium running brand, focuses heavily on style and experience. The brand is inspired by classic New England running culture and its Ivy League aesthetic. Central idea Tracksmith's central idea is about the technically superior product, made of the best materials, positioned as the most versatile, and remarkably wearables. Tracksmith is focused heavily on style and experience. The company's mission, as mentioned by Matt Taylor and Luke Scheybeler, is to re-connect the sport to its storied past while looking forward to what the sport could be in the future and they position themselves accordingly. Positioning In the world of technical materials and neon colour running wearables, Tracksmith offers the sharp, simple running clothes with high quality. The target audience for them is the one who takes sports seriously and wants to become the best runner. The brand has expanded itself by marketing campaigns such as Cross country and training camps. Tracksmith's first store consist of Boston marathon collection and theme consist of a café with the history of running in Boston. The …show more content…
Fit athletes are showcased in their advertisement highlighting passion for running along with the hidden message like durable, sweat-free, lightweight and fast drying running clothes. Below are the advertisement's description and how Tracksmith connects with consumers. Personal record: In this one female runner is running in the race and once she finishes the race the message was given you must compete not with others but also try to break your own records. This shows never give up spirit and also give $250 store credit to runners who break their personal records to attract the large set of people to buy their collection for their race. "Professional runners are often rewarded for breaking records," said Tracksmith founder and CEO, Matt