How Making People Buy Into The Cause Has Helped Bombas Sell 40 Million Socks
By: Thakur Rahul Singh
Tags: Branding, Marketing, Business, Business Strategy, Startup

Bombas secret towards becoming a 100 million dollar brand

As we look at the Bombas business model and branding strategies used by Bombas. Everything looks simple and easy to analyze. It’s prominent to say that, Bombas as a brand is heavily dependent on mission-based marketing strategy.

It means that their whole brand representation and purpose of sales were dedicated to a mission of donating socks to the homeless shelters.

Let me take you through some of the strategies, tactics, and approach they took to achieve such success.

Building a brand of values

Bombas has been successful in building an one product eCommerce store, but as time progressed they are launching multiple tees and are looking to join other verticals, as well.

But no matter what they sold, Bombas got itself associated with a social mission, and people didn’t stop buying from them.

Why?

Because people felt good when their purchase was being associated with a good cause, and it contributed towards a positive impact on the society.

In short, their buying experience became more gratifying and valuable.

Bombas never leaves a single card on the table to show their social and environmental commitments.

One such example is that Bombas launching its PRIDE collection.

Socks were launched to celebrate LGBTQ+ Pride Month and Bombas said to donate 40% of all the socks to LGBTQ youth homeless shelters.

Bombas PRIDE Collection (Screenshot)

Bombas has built a brand of values showing their love towards multiple communities and people, thus contributing to a good cause for humanity.

Design a product that has an impact

Both the co-founders knew, how much those socks were essential for people living in homeless shelters.

Instead of manufacturing and selling socks which were out there. They focused on enhancing durability and capability of socks while used in harsh environment.

In other words, they wanted to build and design socks which were more sustainable and comfortable when compared to the usual socks.

So instead of launching their socks right away. They spent two years before shipping the idea.

Finally in 2013, they came up with socks which were:-

Manufactured from environmentally sustainable materials like extra-long staple cotton and merino wool.

like extra-long staple cotton and merino wool. Engineered to get both support and comfort . For example, the honeycomb structure on the socks supports the mid feet and helps it hold onto the feet.

. For example, the honeycomb structure on the socks supports the mid feet and helps it hold onto the feet. Smarter socks with multiple designs was perfectly suited for the everyday look and every walk of life. People who were marathon runners, everyday hustlers, and outdoor activists liked wearing these socks.

By 2013 when Bombas firstly showed up in the market. There was no other sock brand which could compete with them. Especially in-terms of research and technology used in designing a pair of socks.

Customers from all walks of life started buying Bombas for its social mission, and the product itself was irresistible.

Soon, Bombas impact was seen in average people and they started to ditch those old grandma socks which ruled the market for decades.

New collabs = Newer styles

Within their short run of 7 years, Bombas has been able to grab multiple collaborations with celebrities and legendary icons.Each of these collaborations to the launch of a new style of socks dedicated to an individual by still keeping their social mission intact.

If you’ve followed Bombas on social media. Then you would know that, in general Bombas releases a new pair of socks every now and then.

Each new collaboration helps them add a new kind of socks in their arsenal.

Apart from the new designs and styles, the brand used to get a lot of hype and traction in the news. To their advantage, Bombas swiftly uses it’s collaborations as a promotion strategy on their social media handles.

Some of the collaborations which are worth mentioning here are:-

Muhammad Ali x Bombas

This collaboration made Bombas showcase their connection with the athletes. Muhammad Ali x Bombas collection drew an inspiration from Ali’s quotes and images.

Muhammad Ali x Bombas collection

The collection celebrated the Muhammad Ali’s legacy and his contributions to the society.

After this collaboration, Bombas as brand became associated with the athletes and people started noticing wearing their socks for outdoor activities.

Zac’s Performance Test

Earlier this year, Zac Efron’s collaboration with Bombas lead to one of the coolest Ad campaigns. The brand had a good relationship with Zac Efron since 2017.

In this particular campaign, Zac Efron was asked to test Bombas socks for his entire day of activities. From running to golfing and even wearing them during his leg day, Zac wore the socks and tested it for it’s sustainability.

Zac’s Performance Test (Screenshot)

In the end, Efron shares that socks passed all of his tests with flying colours.