When exclusivity works

Tracksmith have built up a bit of a reputation as an exclusive brand. Sometimes prompting a bit of backlash. People weren't happy that their Boston singlet wasn't more widely available. The reason was because it was only available to those who ran the Boston marathon. Tracksmith are exclusive. Not because of price like designer brands (though their products are quite expensive). But because they're for a certain group of people. And this latest ad sums that up in the best way. According to the new spot, Tracksmith is for: People who like running People who like running so much, they'd say they were in love with it People who like running so much, they'd say they were in love with it - and who love it so much that they recognise the fact that their 'amateur'-ness only proves their love. The ad ends with the line "In running, we are all amateurs." It's brilliant. It's inviting and inclusive, while being exclusive at the same time. Not everyone is willing to be an amateur. Not everyone wants to be in love with running. That's fine. Tracksmith isn't for you. Being exclusionary isn't actually a bad thing, in and of itself. Most brands are "for" a certain group of people already, but some make this a key point of the brand. Like Apple being for creatives. At worst, you alienate one group while validating another. At best, like Apple, and maybe like Tracksmith, you make people want to be the kind of person who buys your brand.