Why was Kate Grace not wearing Oiselle at the UW Preview?

People who are saying Oiselle "can't afford" Kate are too dumb to get the brand or the industry. It's not that Oiselle "can't afford her." It's that performance figures differently in the valuation.

A company like Nike is about giving money for results. They want their logo well-placed on podiums and in finals. If the results are there, who's wearing it is of no interest to them, short of criminality. So you have turnip brains with Nike contracts who can't do good interviews, much less write anything compelling or use social media competently.

Oiselle is not about giving $200,000 to someone based on times. They are about a stable of smart and unique women. Being a talented professional or otherwise high-achiever (outside running) is a major asset to them. This is reflected in a team of women who can more than hold a conversation, they actually share insight and are worth listening to.

In short, Nike is marketing to sports TV droolers, the fanboys who say 'well ____ wore it and he won ____ so I'll wear it, too, even though I'm 20 pounds heavier and five minutes slower." Oiselle is marketing to reasonably well-off women, who take other things into account and are influenced differently. Oiselle's brand is differently nuanced, and paying more for performances doesn't have the same upside. They're probably as likely to increase a contract when someone gets a PhD as when they make some performance standard.

I have never read such utter rubbish.

Have you ever shopped Oiselle? Spent time in their doors or even listened to Sally speak or read her tweets?

They are not about marketing "reasonably well-off women". That's the reason Kate Grace is looking to move. Talk to her. Oiselle is struggling financially and the drama of the flock is not worth it to her. She understand her value.

And by the way, Grace is well educated (Yale) and from a well-off family, so you are contradicting yourself. Any "reasonable" woman would want to get her value and worth in the market.

Oiselle promises nothing but a down-trending brand.

Thanks for documenting the opinion from the view of an Oiselle hater.

They clearly don't blame her for shopping around. Hopefully the Oiselle background doesn't shy prospective labels away from Kate Grace.

Any up and coming athlete knows Oiselle is about a women's platform not about results. Simply put, they are willing to throw more money into their former athletes who blog, bake, and journal than fast track stars.

Honestly it's probably not a bad investment move. How many of their targeted market (middle age, upperclass, white women) know who Kate Grace is? They all worship Lauren Fleshman and the other KG, Kara Goucher.

Adidas seems ok with its runners being in the group. I wouldn't be surprised if she ends up with Adidas or NB.

You're too rational for this website.

Is Kara Goucher still with Oiselle? How about Skechers?

Track Fan 1979 wrote:

Is Kara Goucher still with Oiselle? How about Skechers?

Kara is still with Skechers.

learn to market wrote:

They're probably as likely to increase a contract when someone gets a PhD as when they make some performance standard.

If this is the case and I was an investor in the brand I'd be sh/tting myself.

They can't afford Kate Grace, get over it.

Houston Attendee wrote:

Track Fan 1979 wrote:

Is Kara Goucher still with Oiselle? How about Skechers?

Kara is still with Skechers.

Is Kara no longer with Oiselle? Her instagram and Twitter has no mention of the company.

how the f did I not know that Kathy Smith is Kate Grace's mom? OMG she was, and still is, amazing...

Oiselle's clothes have the weirdest cuts of any running attire on the market. If i had a chance to get out of those kits, i'd do it in a second.

Booth MBA wrote:

learn to market wrote:

They're probably as likely to increase a contract when someone gets a PhD as when they make some performance standard.

If this is the case and I was an investor in the brand I'd be sh/tting myself.

What makes you think that running a 1:59 800m would help you sell more of your product than someone being able to articulate the brand/product and cultivate interest on social media?

How come Oiselle don't sponsor none of us shotputters or hammer throwers?

Just them scrawny broads.

better MBA wrote:

Booth MBA wrote:

If this is the case and I was an investor in the brand I'd be sh/tting myself.

What makes you think that running a 1:59 800m would help you sell more of your product than someone being able to articulate the brand/product and cultivate interest on social media?

I've typed a response about 6 different times but each time I can't believe I'm having to explain this to you so I delete it.

Booth MBA wrote:

better MBA wrote:

What makes you think that running a 1:59 800m would help you sell more of your product than someone being able to articulate the brand/product and cultivate interest on social media?

I've typed a response about 6 different times but each time I can't believe I'm having to explain this to you so I delete it.

Okay - thanks brother!

This is really interesting. Is Kara open to other offers at this point, too?

SweetCakes wrote:

How come Oiselle don't sponsor none of us shotputters or hammer throwers?

Just them scrawny broads.

Oiselle sponsors both a hammer thrower and a pole vaulter.

khow wrote:

I have never read such utter rubbish.

Have you ever shopped Oiselle? Spent time in their doors or even listened to Sally speak or read her tweets?

They are not about marketing "reasonably well-off women". That's the reason Kate Grace is looking to move. Talk to her. Oiselle is struggling financially and the drama of the flock is not worth it to her. She understand her value.

And by the way, Grace is well educated (Yale) and from a well-off family, so you are contradicting yourself. Any "reasonable" woman would want to get her value and worth in the market.

Oiselle promises nothing but a down-trending brand.

Wow. Touched a nerve, did I?

You completely proved my point. Thanks. Oiselle's brand is more nuanced than simply paying for times. Good for Grace for getting more money if that's what matters to her. Good for Oiselle for knowing what matters to their market. (Hint: women who are interested in more than PRs.)