Challengers challenge. They push for change.
Often we see brands challenging a product or category convention – by inventing a cheaper, better, more convenient mousetrap; making that mousetrap without sweatshop labour; committing to using organic GMO cheese – all excellent and valid ambitions for a mousetrap business I’m sure you’ll agree.
But occasionally, and most compellingly, a brand sets out to challenge something bigger, badder and altogether more powerful. In this case the challenger is David vs Godzilla. A brand who sets out to be a visionary, missionary, or in this particular case, furious protestor.
SKINS is a sports brand that make compression sportswear, which they have proven gives athletes a performance advantage. While their initial ads positioned them as the feisty underdog to Nike in the sports apparel world, they have found themselves a bigger place to stand evolved from an initial purpose to foster "the true spirit of competition", which in turn is expressed in a complete intolerance of cheating.
And what a lot they have to work with.
From campaigning to reform cycling in the wake of the Lance Armstrong controversy to exposing the dark heart of FIFA, SKINS have placed themselves at the very centre of the conversation around ethics in sport at the highest levels.
If you have been following any of these stories you’ll probably recognize Jaimie Fuller, the outspoken SKINS CEO, who takes every opportunity to campaign, challenge and expose corruption. He takes it personally, and you can hear that conviction when he talks - these are more than just words on a mission statement, this is a mission.
Protesting. Petitioning. Pushing. SKINS is an example of a brand of opposition at its most vocal. In the world of marketing, where purpose and passion have become overused buzzwords, it’s heartening to see a brand with the courage of its convictions.
Skins is currently crowdfunding for investors on Seedrs so those looking to put some 'skin in the game' can do just that. We're looking forward to seeing where they take the good fight next...
Helen is eatbigfish's chief cynic, secret idealist and reluctant entrepreneur. She can mostly be found drinking wine and eating crisps in East London pubs.