When I wrote about the launch of action-lifestyle sock brand Neon Bandits, their entry point into the market was clear. "We knew that if we were going to make a splash in the space we needed to be loud, unconventional, disruptive, witty, shareable and most importantly fit in line with the brand that we are trying to build," founder Dan Cohen said.
To do that, they were targeting young guys, guys who want to be comfortable and distinct.
Now, as they navigate a market with lots of competition, they're getting creative about where they focus their energy. And one market in particular is bearing fruit: college lacrosse teams.
"We knew that we wanted to target ... college lacrosse players because we knew that if we got the socks on these teams not only would they wear them on the field, but they would wear them to class for others to see," said Cohen.
Already, Neon Bandits will be adorning the mid-calves of the women's UMass program and the men's and women's programs at Gonzaga. And their latest partnership: the guys at Notre Dame.
"Our marketing strategy is focused on grassroots and hyper local marketing, and our thought process was that if we can get the product on a large group of people they would be walking influencers and billboards for us," said Cohen.
Another bonus: Not only will classmates see the socks off the field – other teams will see them, too.
Speaking from experience – I played lacrosse at Bowdoin College way back in the day – there's nothing laxers love more than sweet swag. This, to me, is a power move for Neon Bandits, and one that could propel them to grow bigger and faster than going through more traditional retail channels.
Cohen said he and his co-founder, sister Sammy, reached out to the teams that had strong programs and colors that matched their current offerings.
Now, they're in talks with several other teams, as well.
