Simon Mottram, founder of cycling apparel brand Rapha, aims to do with bike culture what other brands have done with surfing: turn a niche sport into a lucrative platform for a global lifestyle brand. Rapha launched, in 2004, with an exhibition staged in the Truman Brewery in London’s Brick Lane during the Tour de France. It is not just the UK that is doing well for Rapha. In fact, only 27 percent of Rapha’s sales are domestic, with the US and Japan comprising most of what remains, followed by Continental Europe. Rapha has grown 80 percent over the last 6 months and is projected to bring in €33 million in 2013. Take a look at the beautiful SS14 ad below and see yourself why cyclists that can afford paying over €250 for a jersey all want to wear Rapha.
Aimed primarily at elite athletes, 2XU is best known for its compression tights, which it supplies to athletes at the Australian Institute of Sport. The tights help blood circulation, flush lactates, provide stability for muscles and aid in recovery. In seven years, 2XU, based in Hawthorn, Melbourne, has become a global success, exporting 70 per cent of its products to more than 42 countries. Using triathlon as a "wedge" to enter the elite sportswear market, 2XU has expanded its product offering to other sports and its efforts are paying off with 25 per cent growth year-on-year. End of 2013 LVMH, the Paris-based conglomerate that controls Dior and Krug champagnes, has paid $80 million for a 40 per cent stake in 2XU.
Athletes that take their sports seriously love to collect data. The more the better. There are many devices and watches in the market that capture data but not one is that accurate and extensive as the Garmin Forerunner 910XT. Combine the 910XT with Garmin Connect and you are all set. Garmin Connect analyzes all your watch data and displays them in charts and overviews that quickly show your progression, if any. The next 910XT commercial shows perfectly how the life of a triathlete looks like. Always competing :)