Jurian Elstgeest: how to start a new running shoe company in 2023

I first thought Jurian was crazy.⁠

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Why would you consider starting a new company in such competitive and seemingly saturated market?⁠

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But when we started talking, it all made sense.⁠

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His passion for running and knowledge of the running shoe business go deep.⁠

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Having worked at Nike, Asics, Newton, and 361 for a total of 16 years, it's no surprise he knows the running business inside out.⁠

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But it's Jurian's personal connection to running where 4T2, his new running brand, comes alive.⁠

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"Gone running" was born from his love to just "get lost" and "be outher there running". Nothing more nothing less.⁠

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Leaving the safe corporate environment behind after a 25-year career for the high-risk start-up space makes this an inspiring conversation for anyone aspiring to live on his/her own terms.⁠

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We talk about how the 4T2 brand came into being, what it takes to start a brand in such saturated market, and how they're manifesting the 4T2 vision.⁠

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The best way to connect to Jurian and 4T2 is on IG @jurianelstgeest and @4t2.run.⁠

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Enjoy!⁠