Braden Hoeppner has been a driving force behind major brand success stories—FYidoctors, Herschel Supply, Saxx underwear and Clearly—but in this episode we’re learning from a brand that (initially) failed. Working at Kit and Ace was a once-in-a-lifetime opportunity—a brand fully and liberally funded by the family behind lululemon. Braden and the K+A team were tasked with growing a billion-dollar brand in three years. Spoiler: it didn’t happen. But having limitless resources meant trying things that had never been done: building a custom ecomm site that could scale globally, opening 60 stores in 5 countries in one year, and a road trip in a giant copper Airstream.

Braden tells the story and practical learnings about brand storytelling, performance marketing, holding things loosely, and the major marketing inflection points shaping our work.

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