New Breed - a lifestyle/clothing brand for a new breed of athletes. | Skillshare Projects

Juan J Muñoz O




New Breed - a lifestyle/clothing brand for a new breed of athletes.

Your Business or Brand:

New Breed is a Costa Rican lifestyle/clothing brand for a new breed of athletes

We are a hard working team the belongs to a community of hard working people. We are willing to do the things others aren't to achieve our goals. Whatever you sport of choice is, what makes us different is our will.

11 Questions:

1.) What is Marketing for? What does this department/function/budget exist to do?

New Breed’s marketing efforts are directed towards creating a community of people that share the same views towards their respective sports as we do. In order to create this community we must be able to tell New Breed’s story in a way in which people can easily take part and that is easily shareable. 

This efforts should result in sales of our products.

2.) What are we allowed to touch?


  • Product.
  • Advertising and sales channels.
  • Copy.
  • Imagery.
  • Logos.


3.) What can we as marketers measure?

  • Reach vs sales
  • Type of media created vs reach
  • Channel reach vs sales
  • Distribution channel vs sales
  • Organic reach by channel and media type
  • User created content

4.) What can we change?

  • Internal: product. We should consistently try to make the best quality and best performing products we can. If our products are awesome, people will tell our story.
  • External: the way our customers view training/sports/life. We should consistently encourage our customer to be the best version of themselves, to train harder than other people are willing to train, to train for the internal rewards of training and not for a prize. To be proud and badass.

5.) What promise are you going to make?

New Breed promises to live up to our brand, to train hard and work hard every day. To support everybody who in some way lives the New Breed values. Be it through supplying awesome products that they can use in their lives or creating media that will entertain/support/encourage their sport or way of life.

6.) What’s the hard part?

The hard part of our business at New Breed is product/manufacturing and distribution. 

  • Manufacturing: our primary resources mostly come from the US which causes problems both in our production timelines (shipping time, ordering, customs, etc) and costs (products form the US are expensive, and we can’t yet meet minimums for cheaper manufacturing alternatives).
  • Distribution: in CR most of retail distribution channels are handled on a consignment structure which is not very convenient for cashflow. 

7.) Should your organization be making trends or following trends?

New Breed is on the track of following a latinamerican trend in Crossfit and athletic/fitness training as a huge part of personal development. This trend is strong but still in it’s early stages which makes it a good trend to follow.

New Breed is making a trend in creating a regional (possibly global) brand created in Latinamerica whereas most of the brands in our industry are american led. New Breed also wants to make a trend in our approach towards media creation seen in industries such as skateboarding, surfing, etc (think Red Bull).

8.) Where is the risk?

  • Brand risk: the most risk as a brand is making a promise we can’t deliver. 
    • product line: not being able to produce at all or sacrificing quality.
    • story/values: not living up to our values
    • community: not being able to give the support and engagement our community needs.
  • Customer risk: customers’ biggest risk is associating themselves to a brand that somehow turns out to not represent them, or that by associating themselves with us their image is not enhanced but is destructive to it. This can be caused by using low quality product or by representing brand values that are not representative of them. In our case it would make them seem outsiders in their sports communities, or it would cast them as “losers” in those communities.

9.) Who is in charge?

2 founders = 2 employees. 2 approvals.

10.) Marketers spend money. Where are you spending the money? What is it for?

Our marketing is done with a “$0” advertising channel strategy in this stage. We will not pay for reach on digital channels (ie. FB, IG, Ads, etc). We want to organically create a highly engaged community that we know we can interact with. 

We will spend money in branding our events or events we attend as part of our efforts in creating support and media for our athletes and community. These could be videos made, product endorsement for athletes, events sponsored, or attended/participated in, or events produced by us. We are willing to spend money on these endeavors as they are part of our story and brand promise and are authentic.

11.) How should you be spending your time?

New Breed’s time should be spent in one of three activites at this point:

  1. Product creation (actually making and designing our products).
  2. Community interaction (living the part of a New Breed athlete, attending events, creating media that entertains and supports our community).
  3. Distribution channel administration: creating relationships and enhancing existing ones with our retail distribution channels as they will provide the most impact in customer/brand interaction which is a financial transaction for our products.


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