A running apparel brand has gained a cult following for being the “anti-Nike.”

A running apparel brand has gained a cult following for being the “anti-Nike.”Tracksmith sells high quality gear that the founder says doesn’t make wearers look “like power rangers,” and instead of targeting expert runners, they appeal to those taking their first steps or signing up for 5ks. But they’re not just selling minimalist gear—they’re building a community through IRL experiences, like tri-weekly community runs at their Boston store. Tracksmith is also expanding their reach via social media and pop-ups that coincide with local marathons. (Digiday)