Raw Gear

RawGear was created by a fitness influencer by the name of Bradley Martyn in 2015, based out of Southern California. This brand sells athletic clothes used mainly for working out. I do my best to stay consistent at the gym and I am always looking for clothes that will fit my lifestyle which is why I am interested in this brand. The company's value proposition is to be, “Raw in all aspects of life.” RawGear seeks for individuals to be fit and raw in every aspect of life. Meaning whatever you do in life do it to your best and do it in a way that fits you. On their website they have #letsgetbettertogether.

(Bradley Martyn is in the middle sitting down)

RawGear receives a lot of love and support from people with comments on Instagram like, “Favorite tees of all time” and “Soooo GOOD.” The company has faced some backlash for their lack of stock items. When there is a new drop RawGear and its ambassadors do a great job at marketing it and the items usually sell out quickly leaving some customers in a poor mood. However, RawGear has a limited stock for a reason.

(JoeShulk and hopefullylifting)

On rawgear.com they have a section explaining the reasoning behind a small stock. Their goal is not quantity but rather quality, each product is made with a unique touch that customers can wear with pride. On the site No Mass Production is displayed in bold. I first noticed this brand when I began watching Raw Talk, a podcast hosted by the CEO of the clothing company Bradley Martyn. On his podcast he talks frequently about growing as a person and the struggles humans face with mental and physical health. He refers to the gym as a source of therapy for people and talks about how it has helped him in life and people he knows. He uses the podcast to be vulnerable and “raw” with likeminded people, which works for the brand seeing it is mainly in the fitness category. He does a great job at promoting its products and has created a team of other fitness influences that workout in his clothes and post pictures and videos to Instagram, Snapchat, Tiktok and Youtube. The marketing structure is similar to how the brand was introduced. This was a company started through the popularity of Bradley Martin and his Youtube account. He owns two gyms in Los Angeles called Zoo Culture and markets his clothing there. The second gym was opened on January 14, 2023 which he now uses to promote his brand and has influencers workout there in his clothing for the public eye to see. As well as, allowing people to film inside the gym and post their content online for people to see, giving the brand recognition across multiple platforms. 

The company faced some challenges during the Covid-19 pandemic because most gyms were closed down so people couldn't workout or post content wearing RawGear as often as usual. Zoo Culture responded by keeping their gym open because Bradley Martyn believes working out is much more than getting stronger and looking good. He said it helped people's mental health in times of distress and gave people a chance to stay healthy during a worldwide pandemic.

 (taken in 2020)

If I was the brand manager I would expand. Similar to bodybuilding competitions but I would put a RawGear touch to it. BodyBuilding competitions have a reputation of huge guys and people that have been in the industry for more than 10 years. I would do a competition for up and coming people and give younger, less experienced people an opportunity to compete at a more novice level.

Sites:

https://www.rawgear.com/pages/about-us

https://www.trustpilot.com/review/rawgear.com

https://gothammag.com/rawgear-launches-brand-new-collection