In this edition of BTalk, Jamie Fuller, the CEO of Skins, talks about how the Aussie sportswear company fought for their niche, against the likes of Nike.
After a career in the printing industry, Jaimie took a big gamble by buying into a business that was struggling to get its name out there. They had a strong product, based on a compression technology, that would help athletes improve their performance.
He found himself working in an industry that he knew nothing about, with no experience of building a brand. His first battle was with his advertising agency, who argued that they needed to make the brand famous — Fuller wanted to push the technology first and foremost. The agency came up with a good line though: “we don’t pay sports stars to wear our product, they pay us.”
The advertising line reflects the approach the company has taken to grow. It’s built a reputation with professional athletes, got a stronghold in the market and is now growing around the world. You’ll hear in the interview that success has come from a willingness to take risks — oh, and and a lot of straight talking!