445: Standing Out in a Crowded Market and Launching into New Categories with Joe Gaither, CMO of Feetures

Marketing Today with Alan Hart

Joe Gaither is the CMO of Feetures, a high-performance sock brand. He joined Feetures in 2009 as a tech rep supporting sales, traveling to 49 states, meeting with thousands of retailers to strengthen Feetures' B2B partnerships and establish it as their preferred sock brand. Joe transitioned into a leadership role, managing the sales force in the Western United States. He later shifted his focus to marketing, where he helped build and grow Feetures' marketing department and expanded its Direct-to-Consumer sales channel. Today, Joe oversees marketing, ecommerce, and customer service, three key components of the customer experience. Under his leadership, direct-to-consumer sales have become the fastest-growing segment of the business.

Feetures is a brand known for producing high-performance socks designed for both athletic and everyday wear. The brand emphasizes comfort, durability, and foot health, using targeted compression, anatomical design, and moisture-wicking fabrics to provide superior support. Their seamless construction makes them a favorite among runners, hikers, and other active individuals. Feetures holds the title of America’s #1 running sock brand by market share in the run specialty industry.

In today’s show, Alan and Joe discuss the evolution of Feetures, which began as a family business launched by Joe’s father. They explore the brand’s future, including the upcoming launch of their first non-sock product in the U.S., marking their expansion beyond their core category. They also dive into the current state of the running industry, strategies for standing out in a crowded market, and the challenges of navigating the landscape as an omni-channel brand.

In this episode, you'll learn:

• What it takes to stand out in a crowded market
• The mindset behind navigating as a successful omni-channel brand
• Key considerations when deciding to launch into a new category

Key Highlights:

• [01:45] Sibling CMO’s, is marketing in the DNA
• [03:09] Path to CMO at Feetures
• [07:33] What is the scope of Feetures
• [10:05] Family business and a shift of generations
• [12:08] Current state of the running industry today
• [15:51] Differentiating in cluttered category
• [18:45] Expansion with new product
• [22:03] Being an omni-channel brand
• [26:17] Experience of your past that defines you
• [28:24] Advice to younger self
• [29:17] A topic that you and other marketers need to learn more about
• [31:11] Trends or subcultures others should follow
• [32:30] Largest opportunity or threat to marketers today

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