“Athletes are so important. They are the living embodiment of our brand values,” he said, pointing to Murray—who launched a clothing line with the brand—as an example of this in action.

In 2021, Murray and England Rugby captain Owen Farrell, fronted a content series for the brand which focused on the day-to-day challenges faced by the stars.

“There’s no billboard or marketing budget anywhere in the world that can replicate that depth of a relationship that you can form with a consumer via telling athletes’ stories,” Beahon added.

Now, Castore is doubling down on marketing its recently launched women’s activewear range and cracking the tough U.S. market, where Nike dominates with a $78.3 billion global market share according to SportsLens.

He observed that a “cross-pollination” of U.S. investment coming into European sports such as the Premier League and U.K. sports, like cricket establishing a Stateside foothold, could help Castore gain ground here.

“It’s such a vast market, but we’re like a speedboat in a sea of oil tankers—we don’t want to fight [huge competitors] on their own turf, but there will absolutely be pockets of opportunity that we can use to bring something different and innovative to customers,” he finished.