In this engaging conversation, Matt Trappe discusses his journey in the running community, the launch of his lifestyle brand Auteur Sportif, and the importance of brand narratives in trail footwear.

Matt emphasizes the importance of bridging the gap between brands and the running community.

The concept of brand narrative is crucial in differentiating trail footwear from road running.

Auteur Sportif aims to focus on the lifestyle aspect of running rather than just performance.

Consumer feedback is often too late to influence current product iterations in footwear.

Athletes play a significant role in shaping brand narratives and consumer perceptions.

Aura app provides a new way for runners to share their experiences creatively.

The future of running brands may involve more regional and niche marketing strategies.

Collaboration between brands and platforms like Aura could enhance consumer engagement.