Would you follow a marathoner for hours just to get the perfect shot? Tracksmith does—and that’s why their brand hits different.

Phillip Jackson (Future Commerce) shares why this kind of embedded storytelling makes Tracksmith feel more like a movement than a brand. And how their focus on authenticity makes their marketing feel like community, not advertising.

[cough] Tracksmith is also one of Orita's earliest customers, [cough] so we’re fans.

Check out the full episode with Philip, Brian Lange (Future Commerce), and Aaron Schwartz for a lesson in building brands with soul.