At Faction we are on the forefront of a revolution in what people expect from their brands. People • Demand more – from their products & the people behind them • Build awareness through digital word of mouth and explosive content, not ads • Are increasingly driving what retailers buy, not the reverse
We started making what we call Tools of Escape in 2006 dissatisfied with what was on the shelf and marketing tricks that let the seven majors take a 92% share in the 2.9 million-pair ski market despite a glacial pace of innovation and change. Faction is the fastest-growing brand in skiing, using addictive media to cross product categories to a TAM of tens of billions.
• Our gear is now… · More sold in over 500 stores in 35 countries • We sold-through 90% last year in the USA vs an industry average of 64% • Our GM rate improved >15% per year over the past 3 years • 70+ awards worldwide and counting
Million-dollar shoots and expensive ads can no longer hide incumbent mediocrity. People talk.