# @tatumbrandt on Instagram

- **Type:** Video
- **Original URL:** https://www.instagram.com/p/DH8yNoWReWh
- **Gondola URL:** https://gondola.cc/posts/32179803-tatumbrandt-instagram
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/b54d598414.jpg
- **Posted:** 2025-04-02T15:59:31.000+00:00
- **Account Owner:** Tatum Woosley Brandt (@tatumbrandt) — https://gondola.cc/tatumbrandt

## Caption

You’ve probably clocked this - legacy brands are going after niche markets. 

A prime example in the niche world of fitness I exist in is Adidas and Puma. 

Alongside their mass campaigns and big-budget athlete ads, I’ve been noticing brand giants like Puma and Adidas deploying efforts to break into functional fitness, and honestly, they’re crushing it. 

It’s what I’ve seen referred to lightly as the “niche at scale” framework. 

It’s how massive legacy brands are embedding into niche communities 👉 without looking like tourists.

Adidas is going after the CrossFit scene. I saw several athletes back in January (shoutout Broadway Girls) at Wodapalooza which I clocked as interesting- then Adidas hosted an invite-only training camp at their global HQ called The Primer. 

The Primer invited out CrossFit icons from athletes to creators with a whole brand experience built around community, not just product. 

@butterybros have a GREAT video about this event on their YouTube channel if you want dive deeper. 

And then there’s Puma, who’s signed on as the official footwear and apparel partner of HYROX through 2027. 

Their approach is centered around custom product built for race day needs. 

And although Puma has been crushing the specialized product side, I think Adidas’ strategy of investing in cultural icons is the better long-term play to get the lifetime buy-in. It’s what we saw smaller brands doing to break into the market - like NoBull in their pre-Tom-Brady days. 

They’re not just slapping logos on banners.

They’re *engineering for culture.*

If you’re trying to build brand equity in fitness right now,

mass reach doesn’t mean much without 👉community buy-in👈

You have to pick a niche,

go deep,

show up with value,

and let the culture carry the message.

THIS is niche at scale.

And it’s the new playbook build brand equity in fitness right now,

Community-first. Athlete-backed.

This is how brands break in—and stay in.

#brandstrategy #marketingstrategy #sportmarketing #crossfitcommunity #fitnessbrand

## Stats

- **Views:** 57,093
- **Likes:** 4,501
- **Shares:** 0
- **Comments:** 69

## Credits

| Name | Username | Profile | Role |
| --- | --- | --- | --- |
| Trayvion Biddle | @traybiddle | https://gondola.cc/traybiddle | Video Editor |

## Tags

fitnessbrand, crossfitcommunity, brandstrategy, sportmarketing, marketingstrategy

---
Copyright (c) Gondola