Sharm Tank Vol. 39

Author

Nik Sharma
August 16, 2024

Happy Friday!

Lately, I've found myself noticing what people are lacing up on their feet, and it’s sparked a bit of nostalgia.

My childhood love for sneakers has evolved over the years, but it’s always made me appreciate how these shoes go beyond being just footwear—they’re a statement of brand identity.

Take a look around any subway car, and you'll see an array of sneakers: Adidas, New Balance, On Running, HOKA, Nike, ASICS—the list is endless. Each brand tells its own story, standing as a testament to the power of brand-building in the apparel world.

But rewind to a time before today's sneaker giants flooded the market, and you’ll find that minimalism was king. And no brand captured that ethos quite like GREATS.

The Blueprint for DTC Success

Before Jolie, before a skincare revolution, Ryan Babenzien was already laying the groundwork for how to master the DTC market.

The story of GREATS, his first venture, isn’t just a story of a successful sneaker brand; it’s a roadmap for how to build a brand that lasts, thrives, and sets the stage for even greater things. 

To understand how Ryan built Jolie, we need to go back and look at, GREATS, Ryan’s first brand and a disrupter in DTC apparel.

The DTC Disruptor That Changed the Game

When Ryan Babenzien launched GREATS in 2014, he wasn’t just entering the footwear market—he was turning it on its head.

At a time when the DTC model was still in its infancy, GREATS brought luxury, Italian-made sneakers directly to consumers at a fraction of the traditional retail price. The brilliance wasn’t just in cutting out the middleman, but in how Ryan leveraged the inefficiencies of the traditional footwear industry to his advantage.

Footwear, with its sizing complexities and high return rates, was notoriously challenging for e-commerce. Ryan’s early realization of these challenges led him to design a business model that not only addressed these pain points but used them to create a unique value proposition. GREATS wasn’t about being trendy; it was about being timeless, offering classic designs with premium materials, all while keeping the customer experience front and center.

This approach wasn’t just innovative—it was transformative. GREATS quickly became known for its quality, style, and most importantly, its authenticity. Ryan understood that to build a brand that lasts, you need more than just a good product; you need a brand that resonates on a deeper level with your audience.

This understanding became the cornerstone of GREATS’ success and set the stage for what would come next.

The Art of Brand Building

Ryan Babenzien’s journey with GREATS is a masterclass in brand building. At its core, GREATS wasn’t just about selling sneakers—it was about creating a brand that people could connect with

He didn’t rely on flashy ads or gimmicks. Instead, he focused on building a narrative around the brand, one that was rooted in authenticity and a deep understanding of what his customers wanted.

Ryan’s marketing strategy was both simple and genius. He leveraged social media, but not in the way most brands do. Instead of filling his feed with product shots, he curated content that reflected the lifestyle and values of GREATS.

He made sure that every piece of content, every interaction, told a story about the brand. This approach not only built a loyal following but also created a community around GREATS—a community that became the brand’s most powerful asset.

Ryan emphasized the importance of thinking beyond digital marketing. While most brands are obsessed with metrics and measurable ROI, Ryan’s approach was different. He understood that true influence happens in real life—at dinners, parties, and events—where people talk about the products they love

This insight led him to focus on offline marketing strategies that, while harder to measure, created a lasting impact. As Ryan puts it, "People influence people, no matter what."

A New, Yet Familiar Chapter

GREATS was the proving ground for Ryan’s ideas, but it was Jolie that allowed him to refine and elevate them. After selling GREATS to Steve Madden in 2019, Ryan didn’t rest on his laurels. Instead, he took everything he learned from building GREATS and applied it to an entirely different industry: skincare.

Jolie, as Ryan likes to put it, is not just a showerhead company—it’s a skincare company. The idea came to him in the most mundane of places: the shower. After noticing the effects of water quality on his skin, Ryan realized that the beauty industry was missing a crucial element—water purification. Most skincare products address symptoms, not causes. Jolie aimed to change that by offering a solution that starts at the source: the water you use every day.

The transition from footwear to skincare might seem like a leap, but for Ryan, it was a natural progression. Both GREATS and Jolie are built on the same fundamental principles: focus on quality, address real consumer needs, and create a brand that resonates. Jolie is the evolution of these ideas, taking everything that worked for GREATS and applying it to a new market, with even greater potential.

The Right Way to Build a Brand

Ryan’s story isn’t just about launching successful brands—it’s about doing it the right way. The success of GREATS and the rapid rise of Jolie offer several key lessons for anyone looking to build a brand in today’s market:

  1. Authenticity is Everything: GREATS was built on authenticity, from its Brooklyn roots to its commitment to quality. This authenticity resonated with consumers and built a loyal following that still exists today.

  2. Focus on the Long Game: Ryan never chased trends with GREATS. Instead, he focused on creating a brand that would stand the test of time. This long-term thinking is what allowed GREATS to thrive and set the stage for Jolie.

  3. Innovate Around Real Problems: Both GREATS and Jolie were born out of a deep understanding of consumer pain points. By addressing real problems—whether it’s the inefficiencies of e-commerce or the impact of water quality on skin—Ryan created products that truly resonate with consumers.

  4. Don’t Rely Solely on Digital: While digital marketing is essential, it’s not the be-all and end-all. Ryan’s focus on offline marketing, community building, and real-world influence shows that there’s more to building a brand than just clicks and conversions.

  5. Profitability is Key: From the start, Ryan was focused on building a profitable business. GREATS and Jolie were both designed to be sustainable from day one, allowing them to grow without relying on endless rounds of funding.

A Masterclass in Execution

Jolie is being built with a clear purpose: to sell. But that doesn’t mean it’s all about the exit. Ryan’s focus is on creating a business that is profitable, sustainable, and built to last. By staying true to the principles that made GREATS a success, he’s positioning Jolie to become not just another skincare brand, but a category leader.

The lesson here is clear: Brand building is an art, not a science. It requires a deep understanding of your audience, a commitment to quality, and a willingness to think outside the box. Ryan Babenzien has mastered this art, and Jolie is the latest example of what happens when you get it right.

So, as you think about your own brand, remember these lessons from Ryan. Focus on the long game, build something that truly resonates, and always stay true to your brand’s core values. 

Because in the end, that’s what creates lasting success.

Now let’s get into some fun stuff. Here’s what we read this week…

Save a Cow or Savor a Burger? Mschf's Latest Project Challenges Meat Eaters

Mschf's newest project, "Our Cow Angus,” offers a provocative choice: purchase a burger made from a calf named Angus or forfeit your meal to save the cow’s life. Buyers can opt to support Angus's care instead of indulging in meat, making this project a direct challenge to the ethics of meat consumption. With 51% of buyers needed to spare Angus, the initiative calls attention to the moral dilemmas we face daily in our food choices. Will you choose to save Angus, or will your appetite win out?

Top 5 Food and Beverage Marketing Trends You Need to Know

Stay ahead in the food and beverage industry with Ad Age’s latest roundup of innovative marketing moves. From Mtn Dew’s bold “Mountain Dude” campaign to Auntie Anne’s new “Knead” perfume, brands are finding creative ways to connect with consumers. Notable highlights include Pop-Tarts’ giant 60th-anniversary pastries and a unique Coke x Oreo collaboration. Plus, TikToker Logan Moffitt’s viral cucumber salad recipes are sparking brand partnerships. Discover how these strategies are reshaping the market.

As influencer marketing continues to dominate brand strategies, understanding the diverse types of influencers is key. From TikTok stars like MrBeast to podcast giants like Joe Rogan, each influencer type offers unique ways to engage audiences. Global spending on influencer marketing is set to hit $24 billion in 2024, reflecting the growing importance of these creators. Whether through live shopping, niche social media content, or celebrity endorsements, influencers are now integral to reaching targeted communities and driving brand success.

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