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How to Take Down Industry Giants: The Rhone Strategy
Building a global brand requires more than just high-quality products—it requires a philosophy. Ben Checketts, Creative Director of @rhone, pulls back the curtain on how a small startup took on industry giants by identifying the arrogance of incumbents and filling the gaps they ignored.
In this deep dive, Ben explores the intersection of classic literature, high-performance athletics, and the "forever forward" mindset that defines Rhone’s DNA. From the psychological impact of well-fitted gear to the decision to buy back their independence from private equity, Ben shares a masterclass in staying surgical with brand purpose while scaling a family-run business.
Inside the Discussion:
00:00:00 – Scaling a "Speakeasy" Brand: Why word-of-mouth beats splashy marketing.
00:13:14 – The Origin Story: Defining Rhone’s "Captain Stitch" and the power of Aesop’s Fables.
00:23:14 – The "Lululemon Gap": Attacking areas where competitors were too arrogant to notice.
00:30:03 – Leaving the Corporate Ladder: Transitioning from the NFL and IMG to entrepreneurship.
00:40:00 – The Influence of Dave Checketts: Lessons on integrity and the "Sunday best" hustle.
01:18:17 – Reclaiming the Ship: Why buying back their company was essential for the long game.
01:31:00 – The Subtle Sell: Why Rhone uses quotes and affirmations instead of "word art" walls.
01:45:00 – Stoicism & Strategy: How the Roman Empire and Walt Whitman influence modern leadership.
ABOUT KNOW YOUR SHIP: Know Your Ship features conversations with the builders, founders, and leaders who turned "nothing" into "something." Hosted by eHub, the leading platform for e-commerce shipping and logistics.
Connect with us:
Optimize your shipping: https://www.ehub.com
More episodes: https://linktr.ee/knowyourship
Connect with Ben & Rhone:
Rhone Instagram: https://www.instagram.com/rhone/
Rhone TikTok: https://www.tiktok.com/@rhone
Rhone LinkedIn: https://www.linkedin.com/company/rhone-apparel/
Rhone YouTube: https://www.youtube.com/@Rhoneapparel
Rhone X: https://x.com/rhone
Rhone Website: https://www.rhone.com/
Ben’s Instagram: https://www.instagram.com/ben.checketts/
Ben’s LinkedIn: https://www.linkedin.com/in/benchecketts/
#KnowYourShip #BenChecketts #Rhone #ForeverForward #BrandBuilding #Entrepreneurship #DTC #Activewear #Leadership #eHub
View all episodes
By eHubBuilding a global brand requires more than just high-quality products—it requires a philosophy. Ben Checketts, Creative Director of @rhone, pulls back the curtain on how a small startup took on industry giants by identifying the arrogance of incumbents and filling the gaps they ignored.
In this deep dive, Ben explores the intersection of classic literature, high-performance athletics, and the "forever forward" mindset that defines Rhone’s DNA. From the psychological impact of well-fitted gear to the decision to buy back their independence from private equity, Ben shares a masterclass in staying surgical with brand purpose while scaling a family-run business.
Inside the Discussion:
00:00:00 – Scaling a "Speakeasy" Brand: Why word-of-mouth beats splashy marketing.
00:13:14 – The Origin Story: Defining Rhone’s "Captain Stitch" and the power of Aesop’s Fables.
00:23:14 – The "Lululemon Gap": Attacking areas where competitors were too arrogant to notice.
00:30:03 – Leaving the Corporate Ladder: Transitioning from the NFL and IMG to entrepreneurship.
00:40:00 – The Influence of Dave Checketts: Lessons on integrity and the "Sunday best" hustle.
01:18:17 – Reclaiming the Ship: Why buying back their company was essential for the long game.
01:31:00 – The Subtle Sell: Why Rhone uses quotes and affirmations instead of "word art" walls.
01:45:00 – Stoicism & Strategy: How the Roman Empire and Walt Whitman influence modern leadership.
ABOUT KNOW YOUR SHIP: Know Your Ship features conversations with the builders, founders, and leaders who turned "nothing" into "something." Hosted by eHub, the leading platform for e-commerce shipping and logistics.
Connect with us:
Optimize your shipping: https://www.ehub.com
More episodes: https://linktr.ee/knowyourship
Connect with Ben & Rhone:
Rhone Instagram: https://www.instagram.com/rhone/
Rhone TikTok: https://www.tiktok.com/@rhone
Rhone LinkedIn: https://www.linkedin.com/company/rhone-apparel/
Rhone YouTube: https://www.youtube.com/@Rhoneapparel
Rhone X: https://x.com/rhone
Rhone Website: https://www.rhone.com/
Ben’s Instagram: https://www.instagram.com/ben.checketts/
Ben’s LinkedIn: https://www.linkedin.com/in/benchecketts/
#KnowYourShip #BenChecketts #Rhone #ForeverForward #BrandBuilding #Entrepreneurship #DTC #Activewear #Leadership #eHub