How do you enter a market when your competitors spends $4.3 Billion on advertising?
In 2024, Nike’s estimated marketing spend was $4.3B (Nike Investor Report 27.6.2024) and in 2023, they sold an estimated 800 Million pairs of shoes.
So how, can a new UK athletics brand break into the shoe market when their competitors are so dominant?
In 2020 Michael Doughty, former professional footballer, “retired from the beautiful game to create running shoes that deliver the highest performance possible with the lowest possible impact.”
“WE ARE A COMMUNITY OF RUNNERS. ON A MISSION TO PROTECT THE THING WE LOVE MOST AND THE PLANET WE DO IT ON. RUN LIKE THE WORLD DEPENDS ON IT.”
Instead of trying to outspend the giants, they’re building something stronger; community.
When you don’t have billions to pour into advertising, you have to think differently.
Hylo have recognised that runners, whether they’re chasing PBs or just jogging to clear their heads, crave something more than a flashy campaign. They want connection, authenticity, and a brand that actually listens.
This isn’t about selling a shoe; it’s about belonging to something bigger.
1 Grassroots Support Over Superstar Sponsorships
Instead of throwing cash at the biggest names in sport, Hylo focus on everyday athletes, run clubs, and local events.
They show up where the community is; parkruns, independent running stores, and niche online forums. This creates a ripple effect, where loyal runners turn into passionate advocates.
2 Social Proof and Storytelling
Rather than relying on traditional ads, these brands let real runners do the talking. Instagram is filled with people sharing their love for Hylo’s style and their sustainability message spreads through word-of-mouth. When a runner sees someone like them raving about a brand, it feels far more genuine than a glossy campaign featuring a global superstar.
We know that through the research in our Digital Community Leaders survey, that members want to be a part of something they believe in - where their values align.
3 Purpose-Driven Marketing
Hylo doesn’t just sell trainers; they sell sustainability. Their commitment to reducing waste and using bio-based materials speaks to runners who care about the planet. By having a clear purpose beyond profit, they attract customers who don’t just buy their shoes but believe in what they stand for.
In our Participation Ladder, we show the behaviours of loyal ambassadors. All brands want to move outsiders to ambassadors as soon as possible, and community is often a strong cornerstone to that strategy.
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