Podcast
Uncommon Brands
Hosted by Parker Nash · EN
How do you build a DTC brand that breaks out in a noisy world?
The Uncommon Brands podcast interviews founders of fast-growing DTC, e-commerce, and consumer product brands with unique products and marketing strategies. In each episode, we dive into how these stand out brands built their business by going against the grain.
This podcast is for any DTC brand founder, entrepreneur, and executive looking to build a stand out brand.
Host Parker Nash spent more than a decade working at Nike where he learned first-hand how one of the greatest brands in the world develops product and marketing that turns customers into raving fans.
23episodes
Episodes
Newest firstAll episodes
How to break out in CPG supplements, Cam Schuler, RNWY
2d ago00:39:06Tap to summarizeCam Schuler is the co-founder of RNWY, a sports nutrition brand dedicated to athletic longevity. In this episode, he shares how his roots as a collegiate athlete and his professional background at Nike and Vital Proteins led him to create a supplement brand that supports the long-term health of runners.Cam discusses the whirlwind of RNWY’s first year, from the official launch to navigating the complexities of the CPG supplement space. This episode is packed with insights on identifying gaps in the nutrition market, the transition from corporate leader to startup founder, and why focusing on "athletic longevity" is the key to building a brand that lasts.What was covered:The Nike & Vital Proteins Pedigree: How Cam’s experience with global giants shaped his approach to product development and athlete relations.Finding the Gap: Identifying why traditional supplements were failing endurance athletes and how RNWY fills that void.The "Year One" Reality: A look back at the challenges and milestones since their launch.Athletic Longevity: Why the brand focuses on keeping athletes healthy for the long run rather than just providing a quick fix.Scaling in CPG: The strategy behind moving from direct-to-consumer into specialized running retail.RNWY Links:Website: https://rnwy.life/Instagram: https://www.instagram.com/rnwy.life/Parker Nash Links:Website: parkertnash.comLinkedIn: Parker Nash
Transcribe →From college runner to launching a Kenyan-inspired brand, Chris Hough, Artiken
1w ago00:40:33Tap to summarizeChris Hough is the founder and owner of Artiken. In this episode, he shares how he transitioned from an employee at Nike to building a high-growth brand centered around the iconic handmade bracelets worn by elite Kenyan distance runners.Chris shares his journey of identifying a gap in the marketplace and going "all in" on Artiken in 2019. This episode is packed with insights on scaling a brand, the importance of product customization, and the operational reality of managing a global supply chain rooted in Kenyan craftsmanship.What was covered:From Nike to Founder: Chris’s journey from working at Nike to the "all in" moment of founding his own DTC brand.The product idea spark: How Artiken brought the coveted, handmade bracelets of Olympic medalists to the global running community.The 80/20 Rule: Why Chris is "scoping down" the product line to focus on the core items that drive the majority of revenue.The Power of Customization: How his background with Nike ID influenced a strategy where custom products now drive 30% of business.Handmade at Scale: The logistics and rewards of managing a supply chain consisting of local artisans in Kenya.Next Steps: The upcoming launch of the "Alter Ego" collection and Artiken's aggressive move into the wholesale market.Artiken Links:Website: https://artiken.com/Instagram: https://www.instagram.com/artiken/TikTok: https://www.tiktok.com/@artiken?lang=enParker Nash Links:Website: parkertnash.comLinkedIn: Parker Nash
Transcribe →Building a retail first brand with Robert Nelson, Just Brand
2w ago00:34:14Tap to summarizeRobert Nelson is the co-founder and CEO of The Just Brand. Just Brand is a coastal lifestyle classics brand that weaves together influences from prep, sportswear, and streetwear. A former Nike alum, Robert started the business with his sister to create a brand that represents the unique identity and "vibe" of the East Coast, specifically his hometown of Mystic, Connecticut.Robert explains why they took a "contrarian" retail-first approach, the 10x growth of their email list thanks to a simple in-store photo booth, and the importance of "hand feel" in establishing product quality. He also shares how his military background and time at Nike shaped his focus on professionalism and "brand fit" when hiring a team.Listen now.What was covered:The Retail-First Strategy: Why Just Brand focuses on brick-and-mortar when 85% of commerce still happens in person.The Photo Booth: How a free in-store photo booth became a primary driver for foot traffic and email list growth.Location & Foot Traffic: The necessity of being on the "50-yard line" (Main Street) and paying a premium for location to ensure success.Defining Brand Identity: Blending three cyclical trends, prep, sportswear, and streetwear—to fill a gap in the coastal apparel market.Hiring for "Brand Fit": Why Robert prioritizes personality, apparel knowledge, and resourcefulness over technical retail skills.The Financial Pulse: The three key metrics Robert tracks daily: sales (compared to the previous year), Average Order Value (AOV), and returning customer rate.Scaling the Model: How the lessons from their flagship store are being applied to their new second location in Portsmouth, New Hampshire.Just Brand Links:Website: https://justbrandapparel.com/Instagram: https://www.instagram.com/justmysticbrand/Parker Nash Links:Website: https://www.parkertnash.com/LinkedIn: https://www.linkedin.com/in/-parkernash/
Transcribe →How to stand out in a competitive market, Sarah Vilenskiy, Blossom Essentials Skincare
Mar 900:36:01Tap to summarizeSarah Vilensky is the founder and CEO of Blossom Essentials. In this episode, she shares how she’s used her digital marketing expertise to build a high-growth D2C skincare brand. Sarah shares her journey from affiliate marketing to addressing chronic dry skin with clean, non-toxic products. This episode is full of insights on how they navigate the crowded skincare market and details on their massive upcoming retail rollout into Walmart's Beauty Space.What was covered:Sarah's journey from affiliate marketing to founding a D2C brand.The importance of authentic product expertise (addressing personal chronic dry skin).The decision to shift from Amazon to owning the website/customer relationship.How to build brand authority in the crowded clean beauty space.The operational reality: Managing inventory and scaling supply chains.Next Steps: The huge retail rollout into Walmart's Beauty SpaceBlossom Essentials Links: Website: https://tryblossom.com/Instagram: https://www.instagram.com/try_blossom/ Facebook: https://www.facebook.com/blossomessentials/ TikTok: https://www.tiktok.com/@blossomessentialsskin Parker Nash Links: Website: parkertnash.com LinkedIn: Parker Nash
Transcribe →Not your ordinary belt business, Gregg Hemphill, Nexbelt
Mar 200:33:12Tap to summarizeGregg Hemphill is the CEO of Nexbelt and Lejon Belts. In this episode, he shares how these two brands take an overlooked product, the belt, and turn it into an engine for massive growth. Gregg, a 25-year veteran of the golf industry (Quiksilver, TaylorMade, Oakley), shares how Nexbelt's patented micro-adjusting ratchet technology provided both a functional benefit to the consumer and a huge inventory solution for retailers. This episode breaks down their strategy for profitable growth and how to turn the ordinary into not so ordinary.What was covered:Leading Nexbelt after acquisition by a PE firm.Overcoming the challenge of selling an overlooked accessory (the belt).Why fashion sells the basics: Using color and design to drive repeat purchases.The dual-benefit pitch: How Nexbelt solves the retailer's massive inventory problem.Don’t sell features, sell the benefitAdvice for founders on profitable growth vs. "fake growth" spending.Nexbelt Links:Website: https://www.nexbelt.com Instagram: https://www.instagram.com/nexbelt Facebook: https://www.facebook.com/Nexbelt Parker Nash Links: Website: parkertnash.comLinkedIn: Parker Nash
Transcribe →Building a Superfood Empire, Anna Rooke, Akasha Superfoods
Feb 2300:36:09Tap to summarizeJoin Parker Nash and Anna Rooke, CMO and Co-founder of Akasha Superfoods, for a deep dive into health, wellness, and organic growth. Anna shares her journey with sea moss, from making gels in her kitchen to becoming a category creator on retail shelves. This episode is a masterclass in using short-form video to overcome low product awareness and dominate a new market without spending a dollar on paid ads.What was covered:The challenge of creating a shelf-stable productWhy Akasha's initial target audience hypothesis was wrongAnna's organic growth strategyHow to create irresistible storytelling videosWhy TikTok Shop is the new QVC and how to succeed on the platformLightning Round: Fun facts about Sea Moss, health hacks, and advice for foundersAkasha Superfoods Links: Website: https://www.akashasuperfoods.com Instagram: https://www.instagram.com/akashasuperfoods/?hl=enTikTok: https://www.tiktok.com/@akashasuperfoods Parker Nash Links: Website: parkertnash.comLinkedIn: Parker Nash
Transcribe →Capturing moments that matter, Garrett Peters, Duncan & Stone
Feb 1600:39:34Tap to summarizeToday on the show, we have Garrett Peters, the co-founder and CEO of Duncan and Stone Paper Company. Duncan and Stone specializes in beautifully designed, keepsake notebooks and journals featuring simple guided prompts to easily capture important life moments. Garrett shares the company's journey, from its 2020 launch with a handful of items to its current portfolio of over 50 products.Garrett discusses the challenge of building a brand and audience primarily on a platform like Amazon and the strategic shift they made toward their own website to foster customer engagement through email and social media. He also emphasizes the critical role of product quality, timeless design, and a thoughtful customer experience in building a loyal customer base and driving organic growth.What we covered:The Launch and Hero ProductsThe Shift from Amazon to Direct-to-ConsumerProduct Design Philosophy and Delivering a Great Customer ExperienceQ4 Holiday Sales Strategy: Making One Simple, Clear OfferThe Importance of Clarity in Product OfferingsDuncan and Stone Links:Duncan and Stone Links: Website: https://www.duncanandstone.com Instagram: https://www.instagram.com/duncanandstone/ Facebook: https://www.facebook.com/DuncanandStone TikTok: https://www.tiktok.com/@duncanandstone Parker Nash Links: Website: parkertnash.comLinkedIn: Parker Nash
Transcribe →A sweet business story, Maddie Steitz, Maddie's Natural Sweetener
Feb 900:34:37Tap to summarizeJoin Parker Nash in a conversation with Maddie Steitz, the founder and CEO of Maddie's Natural Sweetener. Maddie shares her uplifting journey from working as an assistant to launching her own company, driven by a passion for baking and a commitment to creating a truly healthy alternative.Maddie discusses the inspiration behind developing a healthier, natural sweetener that avoids the pitfalls of current market options, such as artificial ingredients and excessive calories. Her product offers a unique, guilt-free indulgence, featuring a proprietary blend of stevia, monk fruit, and other natural ingredients.What was covered:The Entrepreneurial ShiftProduct Science & Manufacturing ChallengesVision for Guilt-Free TreatsMarketing & Retail Expansion StrategyMaddie’s Natural Sweetener Links:Website: https://www.maddiesnaturalsweetener.com Instagram: https://www.instagram.com/maddiesnaturalsweetener Parker Nash Links:Website: parkertnash.com LinkedIn: Parker Nash
Transcribe →Carrying on a family legacy, John Gaither, Feetures
Aug 1800:37:16Tap to summarizeJoin Parker in an insightful conversation with John Gaither, CEO of Feetures. John leads America's number one running sock brand, a performance-driven, family-run business based in Charlotte, North Carolina. Having served in various roles from sales and marketing to COO before becoming CEO in 2023, John brings a comprehensive understanding of the business he now runs.John shares the compelling story of Feetures, started by his father in 2002 with a vision to innovate performance socks. He discusses the brand's growth within the booming running industry, their careful balance between wholesale and direct-to-consumer channels, and their strategies for maintaining strong relationships with specialty retailers while expanding into larger chains. John also offers valuable lessons on product development driven by consumer feedback, staying ahead in a competitive market, and the unique dynamics of leading a family business through succession and daily operations.What was covered:A Family LegacyStrategic Growth & ChannelsProduct Innovation & PerformanceLeading a Family BusinessParker Nash Links:Website: parkertnash.comLinkedIn: Parker NashFeetures Links:Website: https://feetures.com/Facebook: https://www.facebook.com/FeeturesBrand/Instagram: https://www.instagram.com/feetures/
Transcribe →Style that gives back with Lauren Dellinger, Headbands of Hope
Aug 1100:33:49Tap to summarizeJoin Parker in an inspiring conversation with Lauren Dellinger, President of Headbands of Hope. Lauren shares the incredible mission behind Headbands of Hope: for every headband purchased, one is donated to a child with an illness, with over a million donated globally since 2012. She dives into the brand's growth strategies, from leveraging public speaking to building robust wholesale partnerships. Lauren also offers valuable lessons from her extensive experience in trade shows, highlighting the importance of strategic presentation, packaging, and managing relationships with diverse retailers, all while staying true to their powerful mission.What was covered:A Mission-Driven BrandBuilding Community & RelationshipsWholesale & Growth StrategiesNavigating Business ChallengesProduct Presentation & MarketingParker Nash:Website: parkertnash.comLinkedIn: Parker Nash Lauren Dellinger of Headbands of HopeWebsite: https://www.headbandsofhope.com/Instagram: https://www.instagram.com/headbandsofhope/Facebook: https://www.facebook.com/HeadbandsOfHope/
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