This Is How You Build a Brand That Athletes Love - SKINS story | Ft Jaimie Fuller | The How Story

From Bankrupt Printer to Global Brand Builder: Jamie Fuller on Skins, Brand Power & Accelerating Human Progress.Jamie Fuller is one of Australia’s most compelling entrepreneurs, best known as the former CEO of Skins, the compression garment brand that exploded into a global phenomenon. In this episode of The House Story, Jamie takes us deep into his extraordinary journey — from taking a print business from six to 320 staff (before it collapsed), to investing $600,000 into a failing sportswear company and building it into an international powerhouse recognised by athletes around the world.You’ll hear how Jamie:Bought into Skins in 2002 after being “dragged” to a meeting… and how he knew within hours the company was in troubleScaled the brand to 7 international offices, moved HQ to Switzerland, and partnered with elite athletes like Cristiano Ronaldo and the SocceroosMade a gutsy decision to spend $1 million on a national ad campaign — before the business had even hit $1 million in revenueLearned firsthand that brand is more than a logo — it’s about standing for something people care aboutNavigated the painful collapse of Skins in 2019 after a private equity deal and crushing debt, and how he mentally reset in just 11 daysJamie shares unfiltered insights on building a brand that resonates, the power of storytelling in sport, and why having a purpose behind the product is essential. He breaks down how he used authentic athlete advocacy, bold creative campaigns, and values-led decision-making to create cultural impact — including his decision to cut ties with Melbourne Storm after a salary cap scandal, backing his beliefs even when it cost him.Now, as co-founder of EO — a next-generation sports technology company — Jamie is once again pushing boundaries. EO stands for "progress" in Latin, and the brand is living up to its name by creating proprietary wearables for elite swimmers and triathletes that deliver real-time data on hydration, recovery, and performance. He shares how EO tech was used by medal-winning Olympians, why they’re focused solely on athlete-centric innovation, and how they vet every product through three uncompromising filters:Tangible benefit to the elite athleteProprietary and protectable IPCommercial viability for broader performance marketsWhether you’re an entrepreneur, brand strategist, athlete, or just love an incredible story of grit and growth — this episode is stacked with business gold.🎙 Topics we cover:The lessons of losing everything — and how Jamie bounced backWhy brand matters more than function in crowded marketsWhat challenger brands must do to win trust and visibilityHow to make big marketing bets when cash flow is tightThe rise (and fall) of Skins, and what Jamie would do differentlyThe vision behind EO and how it’s changing athletic performance techWhat every founder can learn about focus, failure, and finding meaning💬 Key quote: “You can’t half-ass this stuff. If you believe in it, burn the boats.”If you're building a brand, scaling a business, or trying to find your purpose through sport — Jamie’s story will give you the raw playbook.