One of the best learning experiences we have each semester is when we ask our students what brans are on their watch list and why. While you usually get the conventional…Nike, adidas, Tesla, Google, Celsius, HOKA…we always get some great surprises which makes us want to know more. Some of those this semester included: Lobos 1707 Tequila, Clubhouse, Impossible Foods, LiNing , Kane Footwear, DoorList, Prime, Salomon Brands, Luckon coffee, Swet tailor, Quadrant, LN Racing cart apparel, Access Surf, True Brvnd and Bricks and Wood. Here is a look at some others worth noting…and maybe following (with their comments attached.
Actively Black and Aime Leon Dore: Actively Black was the official athleisure brand for the Black Panther movies and Aime Leon Dore has a partnership with New Balance. Both brands storytell very well through creative visuals and marketing campaigns via fashion weeks, social media and website content, etc.
Athletic Greens: Athletic Greens has positioned itself as a powerful and health nutritional supplement. With just one scoop every day you can increased your immunity and intake over 75 high quality vitamins. (DrinkAG1) The company has been able to target the fitness community and really become a rising supplement in the industry over the years. However, the brand can better build their story if they position themselves as more than just an athletic supplement. If they tap into the market of being a product for everyone whether they are an athlete or just a regular person trying to be healthier they would be able to increase their market tremendously. By becoming a daily value rather than a daily supplement the product can become a replacement for meals or nutritional sources for everyone rather than just athletes or fitness enthusiasts. AG1 provides essential nutrients in powder form to promote gut health, focus and energy, healthy aging, and immune health. Greens powder has been a recent trend on TikTok, but there has yet to be one company that rises above here.
Born X Raised: A Los Angeles urban streetwear brand. Known for collaborations with every NFL team, the Dodgers, and Nike for a shoe collaboration, they emphasize connections with their local community.
Feastables: A chocolate company backed by the influential YouTuber MrBeast, is another brand worth monitoring. Currently available online and at Walmart, it competes for market share with giants like Hershey’s. Recently named the jersey sponsor of the Charlotte Hornets, Feastables should focus on crafting a compelling narrative for its product rather than solely positioning itself against Hershey’s. Building a story around why their product stands out could contribute to a more compelling brand narrative.
Ganni: A Scandinavian fashion brand that raises awareness for the “freedom for girls to wear anything” movement. The brand actively promotes that it is the girls wearing clothes, not clothes wearing them. It advocates for cool girl looks in professional attire. With the current vintage trend in the fashion clothing industry, Ganni’s brand characteristics will resonate with its audience and the movement they are trying to make for all girls.
Ghost Protein: For just a few more calories than a typical protein powder I am able to enjoy a flavorful protein source that doesn’t taste as chemically produced as some of its competitors. Ghost has been able to partner with huge brands like Oreos, Chips Ahoy and Sour Patch Kids to create fun and flavorful products. They have done a great job of branding as well because as soon as you walk into a supplement store, you’ll notice their massive Ghost logo and whichever brand they are partnering with for that specific product.
Glow Recipe: A Korean skincare brand that was the first several K-beauty brands carried by Sephora even before the whole wave of K-culture blew up. It has a clean aesthetic, which would appeal to Sephora users. Glow Recipe has been reviewed and given out paid ads to YouTubers, American, Korean, and Asian American ones. With the stronger-than-ever K-pop heat wave coming, Glow Recipe has a chance to deliver its brand story to its proper audience and beyond.
Hims: Normalizing health and wellness challenges while trying to offer personalized care and innovative solutions to diminish the stigma of men’s health. Great company that understands that men can experience embarrassment and be prideful when it comes to getting medical attention.
Lemonade Insurance: An insurance company that provides renters, homeowners, car, pet, and life insurance. They only require a flat fee, have a very easy signup process, and donate all leftover money to causes like Teach for America.
Popmart: A Chinese toy company that sells “blind boxes.” Contrary to other toy companies, Popmart’s target market is not only children, but also adults as it has many collaborations with famous IPs, including Marvel, DC Comics, Spongebob, Minions and so on. The one thing that differentiate Popmart from other toy companies is that you never know what’s in the box, and you only know when you purchase the toy box. Due to people’s curiosity and this new method of selling toys, it has attracted many consumers not only in China, but also in Canada and the United States.
Great research and comments by our students to round out the semester.
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