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Launching a sportswear brand or club without a community is like playing an important game with no fans to watch!

Written by Jo-Anne Godden


By building authentic connections, hosting events, involving people in a mutual interest, and staying true to your values, you create more than customers, you create a movement.

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Why Building a Community Before Launching Your Sportswear Brand is a Game-Changer

When launching a new sportswear brand or even a sports club initiative, many founders focus on products, logos, or online stores. But in today’s world, the real advantage often lies in something else: building a dedicated community before you launch.

For sports-focused brands, this isn’t just a marketing tactic—it’s about creating a tribe of people who share your passion for fitness, sport, and well-being. Here’s why establishing that community early can transform your launch and your long-term success.

Of course, for some of us, the community came first- and then the products came out of that as a natural progression- but whichever way round it happens- best practice is to focus on people first:


1. A Ready-Made Audience on Day One

Imagine launching your sportswear line to an audience who already knows your story, has tried your prototypes at local events, and can’t wait to buy your first drop. That’s the power of a pre-launch community. Sports clubs do this brilliantly. They build a sense of belonging long before any new kit or program comes out, so when something new arrives—like a jersey, training gear, or a fitness challenge—members are already emotionally invested.

 

2. Authenticity Over Empty Marketing

Today’s consumers can spot inauthentic marketing a mile off. They want to know the brand stands for something real—whether it’s performance, sustainability, inclusivity, and combined with mental well-being in sport. All of this attributes are critically important to any new community or brand. A strong community allows you to show, not tell. Through conversations, training sessions, or meet-ups, you can demonstrate your values in action. The goal is not just selling gear but creating something meaningful for people who share your passion.

For instance, running clubs often focus on mental health, connection, and personal growth alongside fitness. Sportswear brands that embrace this spirit gain trust and loyalty because they bring value first, not just products.

 

3. Live Events Bring People Together

One of the best ways to build a sports community is through real-world events:

• Weekend park runs in branded prototype gear

• Free fitness classes or sports clinics

• Design-your-own-kit workshops- this has lots of benefits including feedback (see below)

• Launch parties for new club uniforms or accessories

Events transform followers into friends and create memories linked to your brand. People aren’t just buying a product; they’re buying into an experience and a lifestyle.

 

4. Valuable Feedback for Better Products

Early communities offer real-time insights into what works and what doesn’t. For example, if your sportswear brand is testing a new technical fabric, your community members can give feedback during training sessions or competitions. This co-creation approach ensures your product meets real needs rather than assumptions.

 

5. Lower Marketing Costs and Higher Loyalty

When people feel part of a movement, they talk about it. Sports clubs thrive on word-of-mouth—members bring friends, teammates, and family. Similarly, when you launch your sportswear brand with a tight-knit community behind you, your first customers become your best advocates. They’ll share photos, stories, and recommendations because they believe in what you’re building.

 

6. Pre-Orders and Crowdfunding Potential

Many successful sportswear launches start with pre-orders or crowdfunding campaigns. A community that feels included in your journey is far more likely to support you financially before the full launch because they’ve seen the passion, the events, and the authenticity behind your brand.

 

7. Staying True to Your Mission

At the heart of all this is authenticity. A community isn’t just a marketing list—it’s a group of people who care about the same things you do. If your sportswear brand stands for sustainability, innovation, and inclusivity in sport, your actions—events, conversations, product design—must reflect that. When you bring real value first, sales and growth follow naturally.

 

So before you even think about your first product, ask yourself:


How can I bring people together as a community first? That’s where real success begins.


 
 
 

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