Women’s football has never had more momentum, yet so many players still end up wearing men’s shorts, “unisex” cuts that do not fit, or gym gear that was never designed for the pitch. That disconnect is exactly what sparked Julia to build 11 As One, a UK women’s football kit brand with a simple aim: give everyone access to that football feeling of belonging, confidence, and community.
00:00 - Introduction to Julia Cove-Smith and her purpose-driven brand
00:44 - Julia’s background in retail marketing and transition to entrepreneurship
01:49 - Insights from her long tenure at Emma Bridgewater and lessons learned
02:48 - Discovering the gap in women’s sportswear, particularly football kits
06:53 - Developing brand identity from concept to execution
07:13 - The relationship between product quality and marketing success
08:54 - The importance of testing, learning, and agility in e-commerce
10:36 - Strategies for brand messaging, community, and purpose
14:33 - Building a collaborative, trust-based work environment
15:32 - Pivoting from traditional retail to online and the importance of experimentation
16:51 - Creating a brand centered on accessibility, diversity, and belonging
17:50 - Developing brand visuals, name, and purpose with external support
24:39 - The value of a compelling product versus purpose-led branding
26:20 - Addressing product design gaps for women in sports kits
29:46 - Encouraging more women and girls into sports through inclusivity
32:02 - Implementing quotas and support systems for female leaders and coaches
35:35 - Common startup challenges, from sourcing to motivation
37:45 - The loneliness of entrepreneurship and the importance of accountability
41:57 - Personal growth, confidence, and embracing new passions like football
44:16 - Finding your community and staying externally connected
46:17 - Top three trailblazer tips:
Connect with Julia:
- Email: [email protected]
- LinkedIn: Julia Cove-Smith
- eleven_as_on
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