From Coca-Cola and Amazon to KIPRUN: How to Launch a Running Brand the Hard Way скачать в хорошем качестве

From Coca-Cola and Amazon to KIPRUN: How to Launch a Running Brand the Hard Way

What does it take to launch a global running brand in the most competitive market on earth? In this episode of Long Run Labs, we sit down with Julien Vancauwenberghe, Global CMO of Kiprun at Decathlon, to unpack how the brand is preparing for its U.S. debut in 2026. Julien shares his journey from Coca-Cola and Amazon to building high-performance running footwear, why Kiprun is prioritizing community and retail partnerships over heavy performance marketing, and how trail, road, and hydration gear fit into their long-term playbook. We also dive into: • Brand vs performance marketing in running • Why trust matters more than hype • Influencers, athletes, and authenticity • Referral programs and word-of-mouth growth • What makes the right athlete partner • How Kiprun plans to stand out in the U.S. Whether you’re a marketer, founder, retailer, or runner curious about where the industry is headed—this one’s packed with insight. 🎧 Full audio episode: https://podlink.com/1820300459 🏃🏻‍♂️ Follow along with Jon:   / jwlevitt   Chapters: 00:00 — Why Brand Comes Before Performance Marketing 01:00 — Who Is Julien? From France to Coca-Cola to Amazon 04:05 — How Running Entered His Life 07:00 — Why Decathlon & Kiprun Were the Next Challenge 10:00 — Why the U.S. Is a Priority Market 14:00 — Kiprun’s Origin Story at the NYC Marathon 18:30 — Marketing in Running vs Big Consumer Brands 23:00 — Road, Trail, and Hydration: Kiprun’s Focus 27:30 — Choosing Retail Partners Over Geography 28:00 — Brand vs Performance Marketing Explained 32:00 — Measuring Brand Impact at Smaller Companies 38:00 — Referral Programs & Word of Mouth 43:00 — The Influencer Debate in Running 48:00 — What Makes a Great Kiprun Athlete Partner 51:20 — Final Thoughts on Launching in the U.S. Long Run Labs is a weekly series exploring the intersection of endurance and entrepreneurship from the team that brings you For The Long Run Podcast. From brand builders to movement makers, we spotlight the runners driving change in the outdoor and endurance space. These are the untold stories behind the tools, companies, and communities that shape the industry, told with curiosity, honesty, and heart. Hosted by Jon Levitt. New episodes drop every Tuesday.