Why Most Brand Partnerships Fail (And How to Actually Get It Right)

Erin Cooper built her career in the running industry by saying yes, learning on the ground, and working her way from run specialty to leading brand marketing at one of the most influential global brands in sport.

Erin Cooper is a Brand Marketing leader at Salomon, where she works across performance and sportstyle to shape how the brand shows up in North America. Her path into the industry started in run specialty, followed by years in the field as a technical rep and mobile marketing coordinator, before transitioning into brand and partnership strategy. Today, she works at the intersection of athletes, creators, community, and global campaigns.

Jon and Erin talk about what actually drives brand growth in running and outdoor, and how partnerships, community, and storytelling come together.

Jon chats with Erin about:
• why most brand partnerships fail before they even start
• how to define success and “what a win looks like”
• the role of run specialty in building a career in the industry
• brand marketing vs. performance marketing in a global company
• how digital and in-person experiences work together
• athlete vs. influencer vs. creator and where each fits
• why authenticity is still the most important filter
• building long-term partnerships instead of short-term wins

This episode is supported by:

The Huddle: If you’re at the point where going at it alone isn’t working or you’re ready to level things up in your business, go to https://findmyhuddle.com/ and fill out the application

Popfly: If you’re a brand trying to reach outdoor, travel, and adventure audiences, Popfly is where to do it. It connects you with the largest communities of adventure creators and handles the entire process from start to finish. To learn more:

Creators click here: https://popf.ly/longrunlabscreators.

Brands click here: https://popf.ly/longrunlabsbrands⁠