The playbook for challenging established players has changed. It's no longer enough to be louder, cheaper, or faster. The brands reshaping categories today are the ones that feel human: personal, culturally tuned-in, and built around something real.

In this insightful fireside chat, Tracksuit's Head of UK Office Toby Rozenblit sits down with Grind’s Brand Director Stacey Britt Fitzgerald to discuss how they use brand building not as a nice-to-have, but as their sharpest competitive weapon. Together, they'll unpack what it actually takes to earn trust and cultural relevance when you're going up against the category giants, and how tracking brand health gives them the confidence to back bold decisions with data.

Expect an honest conversation about the moments that mattered, the bets that paid off, and what other challengers can learn from building a brand that doesn't just disrupt but resonates.