Mattie Sims has built brands at Lululemon, Electronic Arts, Reef, and Rally Pickleball — and along the way developed a framework for brand building that most founders skip entirely. Now she's applying everything she's learned to two ventures at once: Courier, a performance sock brand built around the idea of the "Renaissance athlete," and Mate the Agency, a brand strategy firm working with founders across industries.

In this conversation, Mattie walks through the muse framework she learned at Lululemon and has refined across every role since — why the most important question isn't "who buys this product" but "what is this person worried about when their head hits the pillow at night." She also gets into why looking branded is not the same as having a brand, what happened when Rally discovered their customers weren't there for pickleball, and why having her son was the thing that finally convinced her she could be an entrepreneur.

Plus: why niching down is the thing every founder is most afraid of, how Courier is building a cultural movement around versatile excellence, and the Red Bull receptionist whose casual suggestion became a billion-dollar product strategy.

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Popfly for Brands: https://popf.ly/secondnaturebrands

Show Notes:

Mattie Sims: https://www.linkedin.com/in/madeline-sims-83385823/

Courier Socks: http://couriersocks.com/

Mate The Agency: https://www.matetheagency.com/

Rally Pickleball: https://www.rallypickleball.com/

Mate IG Carousel Link: https://www.instagram.com/p/DYW4_SVEU8b/

Carrie Rheaume (Mate agency co-founder): https://www.linkedin.com/in/carrie-rheaume-6376521a8/

Matt Sims: https://www.linkedin.com/in/matthew-sims-9b716450/

Gartner Hype Cycle: https://www.forbes.com/sites/johnwerner/2024/07/18/the-trough-of-disillusionment-and-four-outliers-on-the-gartner-hype-cycle/

Morgan Tuohy: https://www.linkedin.com/in/morgan-tuohy/

Dera: https://rundera.com/

Ryan Thrower: https://www.instagram.com/ryanthrower/

BPC - Brand, Product, Content:

Seniq: https://seniqbrand.com/

Summer Edition - Red Bull: https://www.redbull.com/us-en/energydrink/products/red-bull-summer-edition

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