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Source: Streetwear-inspired Running Apparel & Accessories | Performance Fabric
With startups in the sneaker and apparel space, the first question is always, “Why?” Launching a sportswear company is possibly the most difficult business someone can take on. Dominant brands like Nike, adidas and newer companies like Hoka and On, control retail. Startups tend to be DTC brands who have to generate considerable interest via social to drive visits to their websites. This is an extremely hard thing to accomplish for established brands. What makes founders try?
Sidney Baptista founded PIONEERS Run Crew in 2017 to bring running to his Dorchester neighborhood with the goal of normalizing running in the Black and Brown community.
Discovering startups founded by a Black or Brown person isn’t hard to do. Search for some combination of Black clothing companies and there are long lists available. Many of these startups fail to answer the initial question, “why?” The brands are often vanity projects or the founders have the ability to court investors. This means they don’t have a true “why” they simply have the opportunity. Startups that begin with only opportunity don’t tend to solve a problem and they eventually fade.
Sidney Baptista founded Pioneers before creating PYNRS the sportswear company. PYNRS could become the next big thing in streetwear inspired athletic apparel, or it could fade away. What will remain is Sidney and his quest to make running more inclusive. This “why” gives weight to the monetization aspect of Pioneers.
The apparel PYNRS functions in support of the community Baptista has created. One of the most impressive aspects of the brand is the 151 members on the Strava app. Why is the running app an important indicator? Having operated and supported running in his Boston neighborhood, the app extends the reach of the brand and his mission. The app combined with a list of locations PYNRS is setting up pop-up shops, sponsoring and participating in running events is the foundation of community that endears a brand to the consumer. What else does a new brand have if it doesn’t have community?
Above is the recent post on Rockridge. It explains why a startup needs a mission beyond just the apparel. Rockridge is providing support for entrepreneurs. PYNRS, like Rockridge, is providing community for fitness in a demographic often incapable of jogging safely. The Pioneers Run Crew allows new runners to navigate running with people they share culture with. The participatory act of running breaks down barriers. In Sidney’s community BIPOC folks share the concrete with White folks. People learn from each other and inspire one another.
There is a reason for the mission to be promoted and that’s what this post is. It’s an introduction to the man behind a movement; a purpose-driven, socially responsible brand that just so happens to make apparel you can run in and represent. PYNRS is a good story to introduce and check on.
Source: Streetwear-inspired Running Apparel & Accessories | PYNRS