I recently sat down with Scott Bailey, founder of PATH Projects, to discuss his journey in creating a specialized running gear brand. We delved into the company's origins, product development process, marketing strategies, and future plans. Scott shared valuable insights on building a niche brand, the importance of customer feedback, and maintaining brand integrity in a crowded market.

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The Spark Behind PATH Projects

Scott's journey into running gear started with his own frustrations as a runner. He explains:

"I was run commuting to stay in shape and get my running better. And I just kind of realized that my shorts were terrible... You know the materials were bad, they had sewn in liners, the pockets had velcro or nothing on them and stuff would fall out."

This personal experience led him to spot a gap in the market for high-quality running apparel.

From Skate Culture to Running Gear

Before PATH Projects, Scott had success in the skateboarding and streetwear markets. He notes:

"Supra was a really influential brand in the streetwear market for footwear, like collector's sneakers and just came from skateboarding, which really where streetwear came from."

This experience taught him valuable lessons about brand building and product development.

Research and Development Process

PATH Projects takes a meticulous approach to product development. Scott describes a key innovation:

"We removed the liner from the short and made the liner separate... So the short can move, but your baseliner stays set. So the short is never rubbing against your body. It's, it's always protected and it really changed running, especially for ultra running and long distances."

Building Brand Awareness

Scott leveraged product testing and influencer partnerships to get the word out. He shares:

"The biggest way we got the word out is from product testing on like people on YouTube. And, there's a lot of runners that test product that have big following."

This strategy helped build trust and credibility with their target audience.

Cultivating Customer Relationships

PATH Projects maintains strong connections with customers through educational content. Scott explains:

"We do some really cool things like we do some more instructional type content that we put out for runners where we use experts and we get some kind of testing of different things about, you know, the best way to run up hills."

This approach helps them provide value beyond just selling products.

Balancing Style and Performance

PATH Projects aims for a low-key aesthetic with high performance. Scott notes:

"I always wanted product that you could wear on like a 50 mile run but then go get coffee and not look like, hey, I'm a runner, look at me. I love the simple street, low key kind of feeling."

This design philosophy sets them apart in the running gear market.

Scaling Challenges in a Niche Market

As a direct-to-consumer brand, PATH Projects faces unique scaling challenges. Scott reflects:

"Getting people to trust your brand from just being online and them not being able to touch and feel it, being able to scale it that way. And just all the things that come with that, like how you build great content, how you build great images."

Collaborations and Partnerships

PATH Projects has found success through strategic collaborations. Scott shares an example:

"We did, you know, it started with a t-shirt we did out of our Tinsel blend. We did a non-elite shirt and we just made it available on our site and it just blew out in like two weeks."

These partnerships help them reach new audiences while staying true to their core values.

Positioning in a Crowded Market

Scott sees PATH Projects filling a unique niche in the running gear market. He explains:

"I think that running is getting more and more popular and people are seeing it more as a lifestyle than they are just an activity. And I think that's where the opportunity lies."

By focusing on quality and authenticity, they aim to carve out their own space in the industry.

Lessons Learned and Future Plans

Reflecting on his journey, Scott shares:

"I think I would have put more energy into having a bigger team for, you know, actually the assets and everything that you need from the marketing standpoint, because I really just thought if you built the best short in the world, everybody would talk about it and they would just come to your site, which is not the case."

Looking ahead, PATH Projects is focusing on inventory planning and scaling their team to meet growing demand.

My conversation with Scott offered a fascinating glimpse into the world of niche product development and the challenges of scaling a DTC brand. PATH Projects' success stems from their deep understanding of runners' needs, commitment to quality, and ability to build authentic connections with their audience. As they continue to grow, it will be exciting to see how Path Projects maintains its unique position in the running gear market.

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