When setting out to launch something as ambitious as the Mill City Athletic Club the biggest fear is not delivering, going half way. Knowing we had only one chance to do this right, we had to launch in a big way.
Through many hours of late night brainstorming, marathon planning sessions, and spontaneous conversations over many rounds, a single name continued to be brought up.
‘They’ll never do it’, ‘Too limited’ ‘The Athletic Club is an unknown’
‘But they’re perfect for it’, ‘I’m going to try’, ‘What’s the worst that’s going to happen, they’ll say no?’
Thoughts gathered, case laid out. We press send on an email in February.
Month goes by, nothing.
Well, what’s our Plan B?
Then we hear back, ‘this sounds cool, let’s talk’.
We’re thrilled to announce that we’ll be partnering with Tracksmith to launch the Mill City Athletic Club.
One of the most exciting and innovative brands in running, Tracksmith proves you can move forward by looking back. Classic, considered silhouettes with modern flourishes and premium fabrics. A small, independent company based in New England, they’re the classic underdog. Punching above their weight against the big guys, and winning. It seems Mill City and Tracksmith have a lot in common.
As a retailer, when you debut a new brand you’re always working to ‘tell the story’. We’re excited to announce that for one night we’ll have someone telling the story for us.
Matt Taylor, the founder and CEO of Tracksmith will be joining us on our opening night, Friday June 8th, for an exclusive interview with the creative driver of the brand. We’ll have the opportunity to learn about the origins of Tracksmith, how the brand looked back on tradition to push running apparel forward and where he sees premium and heritage living in a world of fast fashion.
Join us on June 8th for an evening of fun, shopping and the likely potential of a few beers. If you’re planning on coming, do us a solid and RSVP here (tickets are free, but required for entry). We will have limited space and we expect a full house for this event.
Looking forward to seeing everyone on 8th.