Why Authenticity Wins in Running Marketing

Hannah Sedgwick Shin has built her career at the intersection of running and brand. From her early days in public relations to shaping marketing at Goodr and now leading sports marketing initiatives at ASICS, her work sits inside the evolving world of how brands show up in sport.

Hannah Sedgwick Shin is a sports marketer at ASICS, focused on athlete and creator partnerships, brand strategy, and community-driven marketing. She previously spent over five years at Goodr, where she helped scale the brand through partnerships, content, and a distinctly non-traditional approach to marketing in the running space. She also describes herself as a “professionally amateur” marathoner, bringing a personal lens to the work she does.

Jon chats with Hannah about:
• brand marketing vs. performance marketing and why both matter
• how Goodr approached partnerships without over-indexing on conversion metrics
• authenticity as the foundation for athlete and creator collaborations
• the rise of athlete-as-creator and how expectations are shifting
• building community through in-person events and run clubs
• what brands are thinking about heading into LA 2028
• how to stand out in an increasingly crowded running and outdoor market

Stay connected:

Follow Hannah on LinkedIn: https://www.linkedin.com/in/hannahsedgwick/

This episode is supported by:

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