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November 20, 2025

Credibility Before Scale: FURI's Zero-Ad Growth Strategy

53 minutes

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Michelle Spiro, Co-Founder of FURI Sport. After 30 years building billion-dollar businesses at Calvin Klein, Ralph Lauren, and Donna Karan, Michelle left corporate to create a tennis brand that challenges the sport's country club exclusivity. FURI Sport is democratizing racket sports by centering their brand around authentic city tennis culture—inspired by co-founder Eric Mathalier's story of learning tennis on painted asphalt courts in Brooklyn. Through grassroots marketing, authentic storytelling, and refusal to compromise on product quality, FURI has achieved a 45% repeat customer rate and sold in 15 countries without paid marketing or traditional distribution.

Topics Discussed:

Transitioning from corporate fashion executive to startup founder

Building authentic brand narratives rooted in founder stories

Creating inclusive exclusivity through streetwear marketing principles

Leveraging grassroots and word-of-mouth over paid advertising

Developing proprietary product technology to earn market credibility

Using coaches as primary distribution and ambassador network

Designing content-first marketing strategies for Gen Z and Gen Alpha

Structuring brand collaborations to create cultural worlds

Balancing profitability with social impact mission

...more