Today, we sit down with co-founder Steve Dobbins to ask five questions about revolucion’s marketing strategy and its Love in Action mission. In addition to his role with revolucion, Steve leads the Dobbins Group, a full-service consultancy that works with companies around the world — including revolucion — to help solve marketing and communications challenges.1. As a marketing executive, what excites you about the revolucion brand?
The best brands have a compelling story that goes far beyond the actual product they’re trying to sell. Revolucion is so much more than a fitness apparel company. Sure, we create amazing workout gear, but we also give people an opportunity to be a part of a bigger story… one of inter-connectedness, where we’re all striving to be our best and that in turn creates a better world for all. revolucion connects the positivity that comes from working towards a physical goal with the potent energy you get from doing something good. That's a powerful combo – and it’s a marketer’s dream.
2. You have two start-ups, revolucion and the Dobbins Group. What’s that like?
Well, it’s never boring! It has definitely been a roller coaster year, exhilarating and exhausting, frustrating and incredibly fun. I wouldn’t have it any other way. I get to wake up every day and do what I love — tell stories about brands, use words and images to create compelling narratives that bring a brand’s mission to life. And I love that I get to work closely with my husband on something so powerful as revolucion. I know years from now we’re going to laugh about the early days of these two companies — from the excitement of receiving our first online orders to flying with more than 200 lbs. of luggage (including life-size mannequins) for our Texas Tours. Every day is an adventure.As the head of marketing for revolucion, tell us about one of your favorite moments from the company’s first year.
As a young brand building its social footprint, we’ve spent a lot of time creating a tribe of followers on social media. So, it was especially cool when we were having breakfast in Houston last September and casually mentioned to our waitress that we were in town showing our clothing line, revolucion, at a yoga conference. She went crazy! “OMG, you’re the guys from revolucion!” It was one of those magical moments when we knew the brand was bigger than us and that it was touching people lives in ways that we couldn’t even imagine.What’s your favorite piece of revolucion?
On the women’s side, it’s the Myrna Loy, named after my mother. I love that it’s understated and elegant, but luxuriously soft… and the best, each top includes a month’s worth of school supplies for the Henna School, in honor of my mom who was a teacher. On the guy’s side, I love my Eric Shorts for their amazing fit, versatility – I wear them to spin, lift weights, run or hike and, of course, yoga — and their sexy design. Men’s shorts can be pretty boring. I love that the Eric has little extra something with the mesh panels on the sides that gives a glimpse of the red lining made from 79% recycled bottle. Hands down my favorite workout short ever.
What are you most excited for revolucion?
Continuing to grow the brand, touching more lives, multiplying our giveback and letting the world experience #LoveInAction.