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Tom Beahon, the co-founder of Castore, reveals how he took on global giants Nike and Adidas—and won—in just 9 years.

Tom takes us behind the scenes of Castore’s rise, revealing what really goes on in the world of sports sponsorship deals and how he navigated a highly competitive industry.

He also tells the fascinating story of how he convinced tennis legend Andy Murray to sign with Castore over more established brands, even when no one had heard of them. From the challenges of building a brand from scratch to competing with the biggest names in sportswear, Tom offers invaluable insights into the mindset and strategies that made Castore a major player in the industry.

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https://wise.com/uk/business/?utm_source=secretleaders&utm_medium=audio&utm_campaign=Secret+Leaders_1H+2025&utm_content=Wise+Business

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