EP90 Julia Cove Smith Founder Eleven as One : Building a brand with Football Kit that Fits

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]: Julia Cove-Smitheleven_as_onSend us Comments & FeedbackListen :  to the audio version  Apple  Spotify .Amazon Music  Google Podcasts Watch  and subscribe to my YouTube Channel   https://www.youtube.com/@ThetrailblazersexperienceFollow    Instagram : https://www.instagram.com/thetrailblazersexperience/