It’s hard to compete with big names like Nike and Adidas in the sportswear realm, but a small London-based company called Tribesports has found a way through crowdsourcing. By building a community of loyal fitness fanatics, it is making its products more affordable and more appealing.

The marketing strategy Tribesports uses started with the community it created through social media. Articles, forums for discussion, tools for tracking performance, and challenges for members were all part of the launch. The second phase drew users into its product line by asking athletes to submit ideas for what they wanted. Once a designer created the prototypes, it was off to the races for anyone who wanted to give the clothing a try.

The innovative campaign reached four times its target, simply by engaging its users!

Check out this video explaining how the crowd participated:

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